“Understanding a fury in your words”: The effects of posting and viewing electronic negative word-of-mouth on purchase behaviors

Kim, Su Jung; Wang, Rebecca Jen-Hui; Masłowska, Ewa; Malthouse, Edward C.

doi:10.1016/j.chb.2015.08.015

Cited by 100 publications

(54 citation statements)

References 57 publications

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“…Negative WOM on the service can also contribute to avoidance, as suggested in a previous study (Kim et al, 2016).…”

Section: Advertising Avoidancesupporting

confidence: 56%

“…Social media makes it possible for consumers to search for the information they desire when required, thereby increasing its trustworthiness (Mangold & Faulds, 2009). With the increased use of social media, negative WOM associated with a service experience influences a larger group of consumers (Khan & Lee, 2014;Kim, Wang, Maslowska, & Malthouse, 2016;Ward & Ostrom, 2006). Ultimately, negative WOM can lead to consumers avoiding a specific brand.…”

Section: Advertising Avoidancementioning

confidence: 99%

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Brand avoidance – a services perspective

Berndt

Petzer

Mostert

2019

EBR

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PurposeThe purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product context apply to service providers.Design/methodology/approachBecause of the exploratory nature of the study, the critical incident method and semi-structured interviews were used to achieve the purpose of the study.FindingsThe findings suggest that five types of brand avoidance, as identified in studies involving product brands, can be identified as impacting service brands. In addition, the findings show that advertising avoidance should be expanded to communication avoidance because of the multifarious communication influences that were identified. The study proposes a framework to deepen the understanding of the types of brand avoidance affecting service brands.Research limitations/implicationsSince the different types of brand avoidance previously identified are also evident in a services environment, service providers should develop strategies to deal with the different types of service brand avoidance. The findings are broad in scope because of the exploratory nature of the study, and a detailed analysis of each type of service brand avoidance is still required.Originality/valueThis paper focuses on the various types of brand avoidance and their manifestation in the services context. The study contributes by showing that the broader concept of communication, not only advertising, should be considered when studying brand avoidance in a service context.

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“…Negative WOM on the service can also contribute to avoidance, as suggested in a previous study (Kim et al, 2016).…”

Section: Advertising Avoidancesupporting

confidence: 56%

Section: Advertising Avoidancementioning

confidence: 99%

Brand avoidance – a services perspective

Berndt

Petzer

Mostert

2019

EBR

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“…Chevalier and Mayzlin (2006) show that 1-star reviews can negatively affect sales rank on Amazon.com and Clemons, Gao, and Hitt (2006) find that while high ratings can predict sales, bad ratings do not predict poor sales. Finally, Kim et al (2015) demonstrate that negative reviews are associated with a decrease in readers' spending levels. Valence has been also shown to affect other variables such as consumers' attitude, perceived source credibility, and purchase intention (Wang, Cunningham, and Eastin 2015).…”

Section: Review Valencementioning

confidence: 97%

Too good to be true: the role of online reviews’ features in probability to buy

Masłowska¹,

Malthouse

Bernritter

2016

International Journal of Advertising

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Online consumer reviews are broadly believed to be a necessary and powerful marketing tool, and as such they have attracted considerable attention from both marketers and academics. However, previous research has not sufficiently focused on the effects of various review features on sales but rather used proxy measures such as consumers' purchase intention or perceived helpfulness of reviews. Hence, the aim of this study was to investigate the effect of review valence and volume on actual sales. We use data from three different e-commerce websites and study light bulbs, women's athletic shoes, natural hair care products, and herbal vitamins. The results show that, contrary to popular belief, more positive ratings do not simply result in higher sales. We find that the effect can be nonlinear, where the probability of purchase increases with rating to about 4.2À4.5 stars, but then decreases. Also, although the majority of extant research suggests that larger numbers of reviews bring more positive outcomes, we show that it is not always the case.

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“…While some studies on negative WOM suggest that negative reviews have negative consequences, such as diminished purchases (e.g. Kim et al, 2016), this study provides further insights on how it affects different audiences in different ways. Live viewers seem to be intrigued by negative sentiment surrounding a show, whereas time-shifted viewers seem to be put off by it and avoid watching the show.…”

Section: Theoretical Implicationsmentioning

confidence: 98%

Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing

Viswanathan

Malthouse

Masłowska

et al. 2018

JOSM

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For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Steven Hoornaert and Dirk Van den PoelDepartment of Marketing, Ghent University, Ghent, Belgium Abstract Purpose -The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of brand actions, customer engagement behaviors (CEBs), and consumption is proposed. Brand actions of TV shows include advertising and firm-generated content (FGC) on social media. CEBs include volume, sentiment, and richness of user-generated content (UGC) on social media. Consumption comprises live and time-shifted TV viewing. Design/methodology/approach -The authors study 31 new TV shows introduced in 2015. Consistent with the ecosystem framework, a simultaneous system of equations approach is adopted to analyze data from a US Cable TV provider, Kantar Media, and Twitter. Findings -The findings show that advertising efforts initiated by the TV show have a positive effect on time-shifted viewing, but a negative effect on live viewing; tweets posted by the TV show (FGC) have a negative effect on time-shifted viewing, but no effect on live viewing; and negative sentiment from tweets posted by viewers (UGC) reduces time-shifted viewing, but increases live viewing. Originality/value -Content creators and TV networks are faced with the daunting challenge of retaining their audiences in a media-fragmented world. Whereas most studies on engagement have focused on static firm-customer relationships, this study examines engagement from a dynamic, multi-agent perspective by studying interrelationships among brand actions, CEBs, and consumption over time. Accordingly, this study can help brands to quantify the effectiveness of their engagement efforts in terms of encouraging CEBs and eliciting specific TV consumption behaviors.

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“Understanding a fury in your words”: The effects of posting and viewing electronic negative word-of-mouth on purchase behaviors

Cited by 100 publications

References 57 publications

Brand avoidance – a services perspective

Brand avoidance – a services perspective

Too good to be true: the role of online reviews’ features in probability to buy

Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing

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