6533b838fe1ef96bd12a4fbe
RESEARCH PRODUCT
The Effect of Negative Electronic Word of Mouth on Switching Intentions: A Social Interaction Utility Approach
Carla Ruiz-mafeJoaquin Aldas-manzanoCleopatra Veloutsousubject
Value (ethics)Electronic word of mouthmedia_common.quotation_subjectPerspective (graphical)Conceptual modelSample (statistics)Communication sourcePsychologySocial psychologySocial relationmedia_commondescription
The aim of this chapter is to gain insight on negative eWom about brands from a sender perspective, taking into account individual and social factors. We develop and test a conceptual model using a sample of 302 Spanish active users of social networks who have complained online in 2013. This study provides several theoretical implications. Firstly, using the Social Interaction Utility framework, we analyse the influence of social motivations on negative eWom. Our results show that social motivations are the primary antecedents leading consumers to communicate their negative experiences to other consumers. Successful network sites should identify the effect of social motivations and manage the needs of community members. Secondly, we extend academic literature on the influence of eWom on the behaviour of its receivers by focusing on the sender perspective. This study confirms that negative eWom derives value to the brands by directly impacting on consumer’s switching intentions.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2016-01-01 |