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Managing negative epinion-leaders: a personality-based model of silver surfers' E-WOM
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posted on 2023-06-08, 12:00 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, 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. Keywords: Negative e-WOM, Opinion-leadership, Complaint management, Silver surfers Firm Engagement
History
Publication status
- Published
Page range
175-175Presentation Type
- other
Event name
European Marketing Academy 41st Annual ConferenceEvent location
Lisbon, PortugalEvent type
conferenceEvent date
23-26 May 2012Department affiliated with
- Strategy and Marketing Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-07-06Usage metrics
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