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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

25

Strana od-do

145-169

Název nakladatele

Mendel University in Brno

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

26. 11. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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