Aspects of derogatory word-of-mouth interaction through social media networks

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F21%3A63535138" target="_blank" >RIV/70883521:28120/21:63535138 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Aspects of derogatory word-of-mouth interaction through social media networks
Original language description
Nowadays, as customers frequently switch to social media websites to share their customer experience, the purpose of this study is to understand the impact of their harmful word-of-mouth contact through social media sites following a bad experience. While several studies have looked at electronic word-of-mouth communication, studies on negative word-of-mouth interaction using social media channels remain limited. Building on the principle of cognitive dissonance and the theory of social assistance, the research indicates and scientifically explores the role of contextual, human, and social networking influences. To evaluate the motivations of the consumers to engage in derogatory word-of-mouth contact through social networking sites. We used the self-reported longitudinal survey to collect answers from 206 online shoppers. The results offer managers useful information in developing responsive website-care interventions for derogatory word-of-mouth interaction on social media platforms.
Czech name
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Czech description
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Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
25th European Scientific Conference of Doctoral Students PEFnet 2021
ISBN
978-80-7509-811-5
ISSN
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e-ISSN
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Number of pages
25
Pages from-to
145-169
Publisher name
Mendel University in Brno
Place of publication
Brno
Event location
Brno
Event date
Nov 26, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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