The relative incidence of positive and negative word of mouth: A multi-category study

East, Robert; Hammond, Kathy; Wright, Malcolm

doi:10.1016/j.ijresmar.2006.12.004

Cited by 265 publications

(229 citation statements)

References 20 publications

Supporting

Mentioning

189

Contrasting

Unclassified

Order By: Relevance

“…O-WOM is a relative quick, informal way of sharing opinions and experiences related to products with other consumers who are geographically dispersed (Cheung & Lee, 2012;East et al, 2007). O-WOM can be either positive or negative in nature, implying that one either encourages or discourages the consumption of a particular product (East et al, 2007).…”

Section: Negative O-wommentioning

confidence: 99%

“…O-WOM can be either positive or negative in nature, implying that one either encourages or discourages the consumption of a particular product (East et al, 2007). Recent study indicates that in particular negative O-WOM may have very strong effects on consumer behavior and even drives companies to make use of webcare teams.…”

Section: Negative O-wommentioning

confidence: 99%

“…In particular this study sheds light on the relative influence of both negative and positive emotion as direct determinant of negative O-WOM. As such it intends to contribute to the debate in the literature whether the ventilation of unpleasurable experiences online is primarily driven by negative emotion (Babin & Babin, 2001;East, Hammond, & Wright, 2007;Machleit & Eroglu, 2000;Nyer & Gopinath, 2005), or is determined by a mixture of negative and positive emotion (cf., Nyer, 1997;Westbrook, 1987).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Negative online word-of-mouth: Behavioral indicator or emotional release?

Verhagen

Nauta

Feldberg

2013

Computers in Human Behavior

177

125

View full text Add to dashboard Cite

The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any future conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching behavior. As disclosing negative feedback online may also reflect the sender's motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender's future conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research.

show abstract

Section: Negative O-wommentioning

confidence: 99%

Section: Negative O-wommentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Negative online word-of-mouth: Behavioral indicator or emotional release?

Verhagen

Nauta

Feldberg

2013

Computers in Human Behavior

177

125

View full text Add to dashboard Cite

show abstract

“…This postulation is justified by the fact that WOM is capable of supplementing the advertising and other communication techniques (Hogan et al 2004). It mostly takes place among friends and family members as the result of social interaction (East et al 2007;Prendergast et al 2002). Ang et al (2001) recommended that antipiracy agencies should use WOM to negatively influence the demand for counterfeits.…”

Section: Word Of Mouthmentioning

confidence: 99%

Examination of Attitudinal and Intentional Drivers of Non-Deceptive Counterfeiting in a South Asian Context

Mir

2013

Journal of Business Economics and Management

View full text Add to dashboard Cite

Abstract. Counterfeiting trade is emerging as a parallel industry across the nations. Governments and legal bodies across the nations introduced counter-strategies to setback the rapid growth of this parallel industry. Yet these strategies failed to gain the desired results. Previous studies found political corruption and improper implementation of anticounterfeiting strategies and laws main reasons for this failure. This study intends to examine the influence of word of mouth, ethical and legal sensitivities on consumers' attitudes toward the non-deceptive counterfeit mobile handsets in a South Asian context. In addition, this study aims to assess the direct impact of affordability, legal sensitivity, and easy availability on consumers' intentions to purchase the non-deceptive counterfeit mobile handsets. The results show that positive word of mouth about non-deceptive counterfeits and less sensitivity to ethics positively influence consumers' attitudes toward the non-deceptive counterfeit mobile handsets. Legal sensitivity does not affect consumers' attitudes toward the non-deceptive counterfeits. Affordability of the non-deceptive counterfeit mobile handsets has a profound impact on consumers' purchase intentions. Findings of this study are useful for legal authorities and multinational companies in developing result oriented anti-counterfeiting strategies in South Asian markets.

show abstract

“…Essa ação tem se mostrado muito influente nas decisões e nas escolhas do consumidor (Arndt, 1967;East, Hammond, & Wright, 2007;Sweeney, Soutar, & Mazzarol, 2012), influenciando a experiência do cliente, os valores e o desempenho das empresas em ambientes de negócios atuais, que são interativos e dinâmicos (Doorn et al 2010;Wei, Miao, & Huang, 2013).…”

Section: Engajamento Do Consumidor E O Boca a Boca Eletrônicounclassified

Engajamento dos Consumidores com o Boca a Boca Eletrônico Negativo em Lojas de Aplicativos Móveis

Andrade

Ramos

2017

Rev. adm. contemp.

View full text Add to dashboard Cite

Resumo O objetivo do estudo é compreender as motivações do comportamento de engajamento do consumidor com o boca a boca eletrônico (electronic word-of–mouth [eWOM]) negativo em plataformas de consumo de aplicativos móveis, utilizando-se como lente de análise a Teoria da Ação Racional (Theory of Reasoned Action [TRA]). Foram realizadas dez entrevistas em profundidade com usuários emissores de comentários negativos, as quais permitiram a construção de um corpus que foi descrito, classificado e interpretado por meio de análise temática de conteúdo. Como generalização analítica, infere-se que os motivadores mais influentes para o engajamento com o eWOM negativo são a Busca por Providências, o Altruísmo, as Emoções Negativas e a Reciprocidade. Com relação aos construtos da TRA, as Atitudes favorecem esse engajamento, mas as Normas subjetivas pouco contribuem para a participação ativa no boca a boca eletrônico negativo. Esta pesquisa pode ajudar os programadores de aplicativos móveis e os analistas de mídias sociais quanto à formulação de estratégias de interação que estimulem o comportamento de engajamento dos consumidores.

show abstract

The relative incidence of positive and negative word of mouth: A multi-category study

Cited by 265 publications

References 20 publications

Negative online word-of-mouth: Behavioral indicator or emotional release?

Negative online word-of-mouth: Behavioral indicator or emotional release?

Examination of Attitudinal and Intentional Drivers of Non-Deceptive Counterfeiting in a South Asian Context

Engajamento dos Consumidores com o Boca a Boca Eletrônico Negativo em Lojas de Aplicativos Móveis

Contact Info

Product

Resources

About