Examining the relationship between language divergence and word-of-mouth intentions

Vaerenbergh, Yves Van; Holmqvist, Jonas

doi:10.1016/j.jbusres.2013.09.008

Cited by 42 publications

(17 citation statements)

References 51 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…These three types of responses appear to enhance a frustrated customer's trust in the bank. Many scholars acknowledged a customer–company bonding upon a communication that leads to customer self‐identification with the company, often mediated by the language utilized (Helal et al, ; Martin & Lueg, ; Tang, Chen, & Gillenson, ; Vaerenbergh & Holmqvist, ). A customer's negative response turning into aggression can be prevented if banks offer an apology and explanation within 24 business hours for rigorous customers (i.e., moderate online nWOM) and within a business day and/or compensation for confrontational customers (i.e., severe online nWOM).…”

Section: Discussion: the Complainant–recipient Model Of Online Nwommentioning

confidence: 99%

“…This indicates that providers' practices of company–customer trust development, in the form of WOM communication, is instrumental in discouraging customers from participating in online nWOM practices. For Vaerenbergh and Holmqvist (, p. 1601), customers' intent to engage in nWOM is determined by language divergence, that is, the “provider('s) diverge(nce) from the consumer's language.” According to Vaerenbergh and Holmqvist (), failure to use customers' native language confronts customers' presumptions of the similarity attraction paradigm (i.e., similarity between provider and customer), implying a basis for nWOM. Pee () posited that detailed product information and low price affect decisions to partake in nWOM, whereas Helal et al () revealed that online providers' failure to provide content that is relevant to customers' presumption of self‐identity has implications for how customers spread online nWOM.…”

Section: Literature Reviewmentioning

confidence: 99%

“…According to Vaerenbergh and Holmqvist (2014), failure to use customers' native language confronts customers' presumptions of the similarity attraction paradigm (i.e., similarity between provider and customer), implying a basis for nWOM. Pee (2016) posited that detailed product information and low price affect decisions to partake in nWOM, whereas Helal et al (2018) revealed that online providers' failure to provide content that is relevant to customers' presumption of self-identity has implications for how customers spread online nWOM.…”

Section: Nwom Mediatorsmentioning

confidence: 99%

See 2 more Smart Citations

The effects of online negative word‐of‐mouth on dissatisfied customers: A frustration–aggression perspective

Azemi

Ozuem

Howell

2020

Psychology and Marketing

View full text Add to dashboard Cite

Conceptualizing how customers construe online negative word‐of‐mouth (nWOM) following failure experiences remains unsettled, leaving providers with inconclusive recovery strategy programmes. This empirical study recognizes online nWOM as a co‐created encounter between the complainant (i.e., the initiator of the online nWOM) and the recipient (i.e., the consumer who engages with the online nWOM), examining their idiosyncrasies to discern their understanding of the experience. It introduces frustration–aggression theory to online WOM literature, recognizing that it can support a higher‐order understanding of phenomena. Through phenomenological hermeneutics, interviews and focus groups, data were collected from millennials in Albania and Kosovo that provided accounts of nuanced and distinctive online nWOM realities. The emerged insights extended extant theory to a three‐fold online nWOM typology (i.e., lenient online nWOM, moderate online nWOM and severe online nWOM) recognizing the negative impact customers have on a provider, which is controlled by frustration–aggression tags. Frustration–aggression variations across online nWOM led to the construct of three types of customers that engage in online nWOM, namely tolerable online nWOM customers, rigorous online nWOM customers and confrontational online nWOM customers. Findings culminated with satisfactory recovery strategies aligned to customer inferences regardless of the nWOM context.

show abstract

Section: Discussion: the Complainant–recipient Model Of Online Nwommentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Nwom Mediatorsmentioning

confidence: 99%

See 1 more Smart Citation

The effects of online negative word‐of‐mouth on dissatisfied customers: A frustration–aggression perspective

Azemi

Ozuem

Howell

2020

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Here, the calibrated sigma method is especially useful when comparing Likert-type data in different languages, including samples that share the same nationality but use a different language, a common situation in marketing research (Holmqvist & Van Vaerenbergh, 2013;Van Vaerenbergh & Holmqvist, 2014;Weijters, et al, in press). …”

Section: Discussionmentioning

confidence: 99%

The calibrated sigma method: An efficient remedy for between-group differences in response category use on Likert scales

Weijters

Baumgartner

Geuens

2016

International Journal of Research in Marketing

View full text Add to dashboard Cite

The authors propose a procedure, labeled the calibrated sigma method, which is designed to correct for between-group differences in endorsement likelihood of response categories that are unrelated to the content of the items. The method is especially useful in cross-cultural research where group differences may reflect variation in scale usage rather than substantive differences. However, the procedure is also relevant in other situations, for example, when different data collection modes or different experimental manipulations affect respondents' perception of the meaning of the scale labels. The calibrated sigma method uses information derived from heterogeneous control items (calibration items) to reweight the responses to substantive items in a group-specific way. The advantages of the calibrated sigma method are that it avoids the arbitrariness in the assignment of particular numerical values to response categories; that it is compatible with the linear model, which is used by most marketing researchers; and that it does not require the use of complex nonlinear models involving the estimation of many additional measurement model parameters. The authors validate the calibrated sigma method on a simulated cross-linguistic data set pertaining to 12 different languages; an empirical data set collected from respondents of the same nationality but from two different language groups; and an experimental data set consisting of responses to two different response scale formats. The findings demonstrate that the proposed procedure controls for artefactual scale use differences across groups but does not eliminate substantive differences. It is particularly efficient for marketing research agencies, panel providers and other marketing researchers who analyze surveys involving multiple language groups, different scale formats, multiple modes of data collection, or different manipulations affecting the meaning of the response category labels.

show abstract

“…Social media content was based on items gathered from Kim and Ko () and Bhattacherjee and Sanford (). Three items from Van Vaerenbergh and Holmqvist () were used to measure WOM , whilst interaction was measured using three items provided by Kim and Ko (). Message credibility was measured incorporating items from Bhattacherjee and Sanford () and Chang et al ().…”

Section: Methodsmentioning

confidence: 99%

Drivers and outcomes of political candidate image creation: The role of social media marketing

Hultman

Ulusoy

Oghazi

2019

Psychology and Marketing

View full text Add to dashboard Cite

The study examines the role of social media marketing (SMM) activities and the influence of perceived candidate image in building voter–candidate relationship equity within the context of United Kingdom (UK) politics. Drawing from branding literature and social identity theory the article further investigates the role of candidate image as a mediator between SMM and voter–candidate relationship equity, whilst also testing the moderating effect of political ideologies. Survey results from 235 young UK voters indicate that while all SMM activities appears to positively influence the perceived candidate image, not all SMM variables directly relate to relationship equity. The relationship rather appears to be an indirect one, mediated through the political candidate's image. Surprisingly, political ideology also does not appear to moderate the connection between candidate image and voter–candidate relationship equity. The study findings highlight the growing importance of SMM activities and candidate image in political contexts, providing insights for political campaigners.

show abstract

Examining the relationship between language divergence and word-of-mouth intentions

Cited by 42 publications

References 51 publications

The effects of online negative word‐of‐mouth on dissatisfied customers: A frustration–aggression perspective

The effects of online negative word‐of‐mouth on dissatisfied customers: A frustration–aggression perspective

The calibrated sigma method: An efficient remedy for between-group differences in response category use on Likert scales

Drivers and outcomes of political candidate image creation: The role of social media marketing

Contact Info

Product

Resources

About