Abstract
The 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, Ecomplaint propensity). Results are based on an online survey of 2,393 e-consumers aged 50+ (‘silver surfers’) and are the first to confirm the positive influence of online opinionleadership on the propensity to spread negative e-WOM. Moreover, negative e-WOM was found to reduce customers’ overall satisfaction and to occur in addition to ecomplaining. Importantly, e-marketers are provided with a personality-based communication strategy to manage negative online opinion-leaders
| Original language | English |
|---|---|
| Title of host publication | Marketing to Citizens |
| Subtitle of host publication | Going beyond Customers and Consumers |
| Editors | Paulo Rita |
| Publisher | European Marketing Academy |
| ISBN (Print) | 978-989-732-004-0 |
| Publication status | Published - 2012 |
| Event | EMAC - Istanbul Business School, Istanbul, United Kingdom of Great Britain and Northern Ireland Duration: 04 Jun 2013 → 07 Jun 2013 |
Conference
| Conference | EMAC |
|---|---|
| Country/Territory | United Kingdom of Great Britain and Northern Ireland |
| City | Istanbul |
| Period | 04 Jun 2013 → 07 Jun 2013 |
Keywords
- negative e-WOM
- opinion-leadership
- compliant management
- silver surfers
- firm engagement