Negative word of mouth and recovery strategies in online brand communities: a commitment-trust theory perspective

Ozuem, Wilson ORCID logoORCID: https://orcid.org/0000-0002-0337-1419, Azemi, Yllka and Ghurab, Samar (2023) Negative word of mouth and recovery strategies in online brand communities: a commitment-trust theory perspective. Interdisciplinary Journal of Economics and Business Law, 12 (2). pp. 8-25.

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Abstract

Online brand communities are important avenues for interaction between brands and customers. In situations when customers spread negative word of mouth (nWOM) in the community, brands should utilize recovery strategies that address the nWOM and lead to customer satisfaction. Existing literature on online brand communities provides limited insight into optimal recovery strategies and nWOM in online communities. Based on studies of online brand communities and recovery strategies, and utilizing commitment-trust theory, the present study explores customer engagement in online nWOM in online brand communities. The present study reveals three groups of members of online brand communities, namely passive & persistent, recurrent & recurrent, and persistent & passive customers. Each group has different levels of engagement in nWOM and recovery strategy expectations. The study proposes two mediators of customers’ recovery strategy expectations: (1) customers’ engagement with a brand, and trust in and commitment to the brand; and (2) customers’ engagement with community members, and trust in and commitment to community members.

Item Type: Article
Journal / Publication Title: Interdisciplinary Journal of Economics and Business Law
Publisher: CJEAS
ISSN: 2047-8755
Departments: Institute of Business, Industry and Leadership > Business
Depositing User: Anna Lupton
Date Deposited: 24 Apr 2023 11:52
Last Modified: 28 Apr 2023 14:45
URI: https://insight.cumbria.ac.uk/id/eprint/7060

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