The effects of severity of negative word-of-mouth (nWOM): an aggression-frustration perspective

Azemi, Yllka and Ozuem, Wilson ORCID logo ORCID: https://orcid.org/0000-0002-0337-1419 (2019) The effects of severity of negative word-of-mouth (nWOM): an aggression-frustration perspective. In: 2019 AMA Summer Academic Conference (American Marketing Association), 9-11 August 2019, Chicago, IL, US. (Unpublished)

[thumbnail of full-text of paper]
Preview
PDF (full-text of paper) - Presentation
Available under License CC BY-NC

Download (280kB) | Preview
[thumbnail of conference programme]
Preview
PDF (conference programme) - Supplemental Material
Available under License CC BY-NC

Download (742kB) | Preview
Official URL: https://www.ama.org/events/conference/2019-ama-sum...

Abstract

Past research provides rich conceptual information on the constituents of online negative word-of-mouth (nWOM). However, inconclusive insight is evident into how customers construe online nWOM. This missing link evolves into unsatisfactory understanding of nWOM, leaving providers with anecdotally based recovery strategy decision-making. To address this, unlike extant research the present study examines how a complainant (i.e., initiator of the online nWOM) and recipient (the consumer who engages with the online nWOM) interpret online nWOM, recognizing this as a co-constructed activity. The study introduces frustration-aggression theory into the online WOM literature to support the deciphering of customers’ idiosyncratic construing of what lies beyond that which is explicitly voiced.

Item Type: Conference or Workshop Item (Paper)
Departments: Academic Departments > Business, Law, Policing & Social Sciences (BLPSS) > Business
Additional Information: Yllka Azemi, Indiana University Northwest, USA; Wilson Ozuem, University of Cumbria, UK.
Depositing User: Anna Lupton
Date Deposited: 01 Jul 2019 09:36
Last Modified: 13 Jan 2024 09:47
URI: https://insight.cumbria.ac.uk/id/eprint/4950

Downloads

Downloads per month over past year



Downloads each year

Edit Item