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

Azemi, Yllka and Ozuem, Wilson (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 (Unpublished)

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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: 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: 18 Sep 2019 10:08
URI: http://insight.cumbria.ac.uk/id/eprint/4950

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