Should I admit my wrongdoings? Examining stealing thunder in the context of performance evaluations

Guchait, Priyanko; Guzzo, Renata F.; Wang, Xingyu; Abbott, JeAnna

doi:10.1016/j.ijhm.2023.103582

International Journal of Hospitality Management

2023

DOI: 10.1016/j.ijhm.2023.103582

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Should I admit my wrongdoings? Examining stealing thunder in the context of performance evaluations

Priyanko Guchait,

Renata F. Guzzo,

Xingyu Wang

et al.

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2024

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Failed products, successful influencers: the moderating effect of the stealing thunder strategy on purchase intentions in live-streaming e-commerce failures

Lu,

Fang,

Chen

et al. 2024

APJML

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PurposeA live-stream failure occurs when the product which is highly recommended by the influencers and exhibited quality problems. This study investigated how brand trust and influencers trust affect live-streaming purchase intentions (PIs) of consumers when live-streaming e-commerce failures occur and the role of the Stealing Thunder (ST).Design/methodology/approachTotally 584 adults with live-streaming shopping experience were invited to investigate the impact and mechanisms of live-streaming failure incidents, as well as the moderating mechanisms of ST.FindingsFirstly, live-streaming failure accidents decreased the PI of consumers by reducing both brand trust and influencer trust, with trust in the influencers having a stronger impact on PI than brand trust. Secondly, if the influencers used the ST after a live-stream failure, the PI was the same as that in a non-failure scenario. Thirdly, the ST acts as a moderating variable neutralized the negative impact of live-streaming failure on trust in the influencers. Lastly, the negative impact of brand trust on PI was less significant using the ST.Originality/valueThis research deepens the understanding of service failures in live-streaming e-commerce. It provides insights into the consumer behavior and practical guidance on how influencers can actively respond to live-streaming failure to sustain reciprocal relationships in live-streaming e-commerce. The study addresses the effects of the coping strategies of influencers on the interests of product brands and discusses the potential solutions.

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Failed products, successful influencers: the moderating effect of the stealing thunder strategy on purchase intentions in live-streaming e-commerce failures

Lu,

Fang,

Chen

et al. 2024

APJML

View full text Add to dashboard Cite

show abstract

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Should I admit my wrongdoings? Examining stealing thunder in the context of performance evaluations

Cited by 1 publication

References 74 publications

Failed products, successful influencers: the moderating effect of the stealing thunder strategy on purchase intentions in live-streaming e-commerce failures

Failed products, successful influencers: the moderating effect of the stealing thunder strategy on purchase intentions in live-streaming e-commerce failures

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