TY - GEN
T1 - The impact of corporate response strategies to negative online word of mouth on complainers' brand attitude
AU - Rafiee, Vahideh Baradaran
AU - Shen, Kathy Ning
PY - 2016
Y1 - 2016
N2 - The advent of customer empowering technologies has provided customers with a plethora of online venues to exchange negative experiences with companies and a multitude of other consumers. To mitigate the effect of negative electronic word of mouth (eWOM) companies are increasingly reacting to customers' online complaints. However, little attention has been paid to examine the impact of companies' responses via various online platforms on complainers' brand attitude change. In addition, previous research has not examined whether customers' motives in voicing their complaints online and their choice of the online platform influence the effectiveness of corporate responses. The objectives of this research are threefold. First, the research aims to examine the impact of various corporate response strategies (accommodative, defensive and no reply) on customers' brand attitude. In addition, it examines the moderating impact of platform type (company social networking sites/third party platforms) and customers' motives to write negative comments (venting, redress seeking and altruism) on the relationship between corporate response strategies and customers' brand attitude. The proposed conceptual model aims to explain the factors influencing the effectiveness of companies' responses to online negative WOM.
AB - The advent of customer empowering technologies has provided customers with a plethora of online venues to exchange negative experiences with companies and a multitude of other consumers. To mitigate the effect of negative electronic word of mouth (eWOM) companies are increasingly reacting to customers' online complaints. However, little attention has been paid to examine the impact of companies' responses via various online platforms on complainers' brand attitude change. In addition, previous research has not examined whether customers' motives in voicing their complaints online and their choice of the online platform influence the effectiveness of corporate responses. The objectives of this research are threefold. First, the research aims to examine the impact of various corporate response strategies (accommodative, defensive and no reply) on customers' brand attitude. In addition, it examines the moderating impact of platform type (company social networking sites/third party platforms) and customers' motives to write negative comments (venting, redress seeking and altruism) on the relationship between corporate response strategies and customers' brand attitude. The proposed conceptual model aims to explain the factors influencing the effectiveness of companies' responses to online negative WOM.
KW - Brand attitude
KW - Negative eWOM
KW - Online corporate response
KW - Social network sites
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M3 - Conference contribution
AN - SCOPUS:85011024461
T3 - Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings
BT - Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings
PB - Pacific Asia Conference on Information Systems
T2 - 20th Pacific Asia Conference on Information Systems, PACIS 2016
Y2 - 27 June 2016 through 1 July 2016
ER -