Negative eWOM and perceived credibility : a potent mix in consumer relationships
Izogo, E. E., Jayawardhena, C., & Karjaluoto, H. (2023). Negative eWOM and perceived credibility : a potent mix in consumer relationships. International Journal of Retail and Distribution Management, 51(2), 149-169. https://doi.org/10.1108/ijrdm-01-2022-0039
Julkaistu sarjassa
International Journal of Retail and Distribution ManagementPäivämäärä
2023Oppiaine
MarkkinointiDigitaalinen liiketoiminta ja talous (painoala)Digital marketing and CommunicationHyvinvoinnin tutkimuksen yhteisöTyön ja johtamisen muuttuminen digitaalisessa ajassaMarketingDigital Business and Economy (focus area)Digital marketing and CommunicationSchool of WellbeingEmergent work in the digital eraTekijänoikeudet
© 2022, Emerald Publishing Limited
Purpose
Based on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a consumer's previous shopping experience(s) and perceived credibility of negative online word-of-mouth (PCNWOM) leads to improved consumer–firm relationship quality (RQ).
Design/methodology/approach
The authors utilised series of scenario-based experiments (N = 918) to test the research hypotheses.
Findings
The authors show that a focal customer's previous shopping experiences attenuate the perceived credibility of negative word-of-mouth on social media by other customers, which in turn weakens consumer–firm RQ. The authors also show that positive and negative perceptual experiences are asymmetric.
Research limitations/implications
First, the online shopping experiences described in the experimental scenarios were generic and did not refer to any particular product/service. Thus, calibrating products and services into categories, and studying how product type differences impact online shopping experiences warrant further research.
Practical implications
From a practical perspective, the authors demonstrate that not only does enhancing consumer–firm relationship quality demand meticulous integration of consumers' website and social media experiences but also in positive vs negative perception scenarios, RQ wane as review frequency increases.
Originality/value
The authors contribute significant insight into the existing literature by specifically adopting the premise that consumers' previous online shopping experience(s) will influence how credibly they will perceive negative online WOM posted on social media.
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Julkaisija
EmeraldISSN Hae Julkaisufoorumista
0959-0552Asiasanat
Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/156995750
Metadata
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- Kauppakorkeakoulu [1330]
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