Anxiety and Ephemeral Social Media Use in Negative eWOM Creation
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Interactive Marketing"
DOI: 10.1016/j.intmar.2017.09.005
Abstract: Consumers regularly share negative eWOM regarding brand experiences, yet the effects of emotions in this process are unknown. Using the framework of Stimulus–Organism–Response theory we operationalized our study in the context of ephemeral (self-deleting) social… read more here.
Keywords: social media; creation; anxiety; ephemeral social ... See more keywords
The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Asia Business Studies"
DOI: 10.1108/jabs-10-2020-0423
Abstract: Purpose Consumer brand relationship literature has recently seen a surge of studies on brand hate, its antecedents and outcomes. Hate alone will not drive consumers to engage in negative electronic word-of-mouth (eWOM) and indicates the… read more here.
Keywords: brand hate; hate; power; brand ... See more keywords