Negative Online Word-of-Mouth: Consumers’ Retaliation in the Digital World

Filho, Emílio José Montero Arruda; Barcelos, Alexis de Araújo

doi:10.1080/08911762.2020.1775919

Cited by 25 publications

(13 citation statements)

References 88 publications

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“…More specifically, customer service output failure implies perceived paucity of fairness in ends achieved due to lack of distributive justice on the part of e-retailer leading to a behavioral reaction (Greenberg, 1990), such as UGC in the form of tweets. Lack of perceived distributive justice propels towards a desire to retaliate through negative online UGC (Arruda Filho & Barcelos, 2020). Vengeance through social sharing facilitates catharsis for aggrieved customers (Wetzer et al, 2007).…”

Section: Discussionmentioning

confidence: 99%

Customer Experience: Extracting Topics From Tweets

Mishra

2021

International Journal of Market Research

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The ubiquity of social media platforms facilitates free flow of online chatter related to customer experience. Twitter is a prominent social media platform for sharing experiences, and e-retail firms are rapidly emerging as the preferred shopping destination. This study explores customers’ online shopping experience tweets. Customers tweet about their online shopping experience based on moments of truth shaped by encounters across different touchpoints. We aggregate 25,173 such tweets related to six e-retailers tweeted over a 5-year period. Grounded on agency theory, we extract the topics underlying these customer experience tweets using unsupervised latent Dirichlet allocation. The output reveals five topics which manifest into customer experience tweets related to online shopping—ordering, customer service interaction, entertainment, service outcome failure, and service process failure. Topics extracted are validated through inter-rater agreement with human experts. The study, thus, derives topics from tweets about e-retail customer experience and thereby facilitates prioritization of decision-making pertaining to critical service encounter touchpoints.

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Section: Discussionmentioning

confidence: 99%

Customer Experience: Extracting Topics From Tweets

Mishra

2021

International Journal of Market Research

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“…In a contractual setting such as the telecom industry, when customers become captive users who are not entirely happy with their services but might not be able to switch due to other factors such as contractual binding, they are more likely to engage in retaliation behavior and cause more detrimental effects to firms, such as spreading negative word of mouth (Lee & Romaniuk, 2009; Quach et al, 2019). Therefore, a state of retaliation signifies that a social relationship is on the verge of failing (Arruda Filho & Barcelos, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Customer retention: Exploring the effects of relationship layers and perceived indifference

Quach

2021

J of Consumer Behaviour

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Informed by the social orientation of loyalty, the study extends the current body of knowledge by integrating multiple relationship layers (i.e., personal loyalty, relationship with online consumption communities and local network effects) as antecedents of various states of firm-customer interactions including habitual loyalty, fanaticism, and retaliation. Data collection was carried out in the mobile telecommunications market using a paper-based survey. A total of 600 completed survey responses were collected. The respondents were 18 or older and had been mobile service users for at least 1 year. Overall, it was found that personal loyalty, relationship with online consumption communities and local network effects were significant antecedents of fanaticism. Personal loyalty and local network effects can reinforce habitual loyalty whereas the relationship with online consumption communities can increase retaliation. The role of relationship with online consumption communities becomes more significant as customers perceive a higher level of indifference among service providers. Further, local network effects were significantly and negatively related to retaliation. The findings of this study provide important theoretical and practical implications for academics and practitioners alike, especially in the contractual, network industries.

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“…Generally, consumers tend to prefer to generate positive WOM as this facilitates emotionally positive social interactions and impressions of connoisseurship (Wojnicki and Godes, 2017; Chen and Yuan, 2020). However, heightened negative emotions following product/service failure (PSF) can generate a desire for revenge that is satisfied by negative WOM, overriding consumers’ general propensity to share positive, rather than negative, experiences with others (Wen-Hai et al , 2019; Arruda Filho and Barcelos, 2021).…”

Section: Literature Review and Backgroundmentioning

confidence: 99%

Transmission of negative brand-relevant content on social media

Powell

Stavros

Dobele

2021

JPBM

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Purpose Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead individuals to engage in the transmission of negative brand-relevant information via social media. Design/methodology/approach A two-phase exploratory design was used. The first stage involved an analysis of negative transmission via comments left on news and brand posts. The second phase of the research involved a series of 13 depth interviews with frequent social media users about their negative brand-relevant transmission behavior to add richness and depth to the findings from the passive observation in the first phase of the research. Findings The first phase of the research demonstrated that negative transmission can be both brand-related (e.g. driven by-product or service failure or corporate irresponsibility) and consumer-related (e.g. driven by self or social motives). The second phase of the research clarified that negative transmission often occurs in the absence of brand hate, particularly when it can be used as a covert method of self-enhancement for the transmitter via downward social comparisons. Originality/value Negative transmission as a form of anti-branding that is more strongly self-related (as opposed to brand) is established, progressing understanding and applications of contemporary media channels. Implications, including how brand-generated controversy and consumer reinforcement can be used to manage negative transmission, are offered.

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Negative Online Word-of-Mouth: Consumers’ Retaliation in the Digital World

Cited by 25 publications

References 88 publications

Customer Experience: Extracting Topics From Tweets

Customer Experience: Extracting Topics From Tweets

Customer retention: Exploring the effects of relationship layers and perceived indifference

Transmission of negative brand-relevant content on social media

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