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- W2210242010 abstract "The aim of this chapter is to gain insight on negative eWom about brands from a sender perspective, taking into account individual and social factors. We develop and test a conceptual model using a sample of 302 Spanish active users of social networks who have complained online in 2013. This study provides several theoretical implications. Firstly, using the Social Interaction Utility framework, we analyse the influence of social motivations on negative eWom. Our results show that social motivations are the primary antecedents leading consumers to communicate their negative experiences to other consumers. Successful network sites should identify the effect of social motivations and manage the needs of community members. Secondly, we extend academic literature on the influence of eWom on the behaviour of its receivers by focusing on the sender perspective. This study confirms that negative eWom derives value to the brands by directly impacting on consumer’s switching intentions." @default.
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- W2210242010 date "2016-01-01" @default.
- W2210242010 modified "2023-09-23" @default.
- W2210242010 title "The Effect of Negative Electronic Word of Mouth on Switching Intentions: A Social Interaction Utility Approach" @default.
- W2210242010 doi "https://doi.org/10.1007/978-3-319-29877-1_132" @default.
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