A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
| Autor: | Meng-Ting Chou, 周孟葶 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 The development of internet has changed the way consumers seek brand-related information. Nowadays consumers turn to digital arena for electronic word-of-mouth (eWOM) to adverse risk and uncertainty. Meanwhile, more consumers tend to share negative comments of brands in virtual communities. The negative electronic word-of-mouth (NeWOM) thus poses new threats for brands. Even though few studies attempted to tap this issue by proposing service recovery and webcare responses as recommendations for brands, the research focus is restricted to marketer-initiated response tactics, which neglects the potential influence of responses initiated by community members and the virtual community traits. Therefore, this study focuses on NeWOM and the word-of-mouth responses taking place in virtual community, trying to explore how member-initiated word-of-mouth responses and virtual community traits influence bystanders’ brand attitude. This research utilizes in-depth interviews to investigate the issue. The results demonstrate that the anchoring, contagious and profound nature of member-initiated word-of-mouth responses can improve the negative impact of NeWOM on bystanders’ brand attitude. In addition, the virtual community traits associated with the presence of community opinion leaders, community norms and interactive patterns are effective in enhancing the effect of member-initiated word-of-mouth responses. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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