AM2012_0160_paper.pdf (286.19 kB)
Opinion-leading silver surfers in the UK: a personality-based approach to managing negative electronic WOM
presentation
posted on 2023-06-09, 02:58 authored by Jan Breitsohl, Marv Khammash, Gareth GriffithsThe purpose of this study is to investigate the diffusion of negative opinions over the Internet in relation to specific personality antecedents (i.e. Altruism, Need for uniqueness, Self-confidence) and communication outcomes (i.e. Overall satisfaction, E-complaint-propensity). Based on an online survey consisting of 2,393 e-consumers aged 50+, the present research methodology uses Structural Equation Modelling to verify the proposed conceptual relationships. Findings confirm the positive influence of online opinion-leaders on the propensity to spread negative e-WOM and demonstrate the importance of personality characteristics as means to influence negative online opinion-diffusion. Importantly, negative e-WOM was further found to reduce consumers' overall satisfaction and to possibly occur in addition to direct e-complaining. This research therefore is the first to empirically establish the concept of negative Opinion-leadership in an online context and in relation to e-consumers above 50, in addition to proposing a novel, personality-based model of negative online opinion diffusion. For marketing practitioners, this study emphasises the importance of negative online opinion-leaders as a target group that requires distinct communication strategies. Marketing and complaint mangers are recommended to appeal to specific personality traits in order to prevent negative online opinion-cascades and possibly encourage direct complaints.
History
Publication status
- Published
File Version
- Published version
Presentation Type
- other
Event name
Academy of Marketing Conference 2012. Marketing: catching the technology waveEvent location
Southampton, UKEvent type
conferenceEvent date
2–5 July 2012Department affiliated with
- Business and Management Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2016-09-19First Open Access (FOA) Date
2016-09-19First Compliant Deposit (FCD) Date
2016-09-19Usage metrics
Categories
No categories selectedKeywords
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC