Managing negative epinion-leaders: A personality-based model of silver surfers' E-WOM

Breitsohl, Jan, Khammash, Marv and Griffiths, Gareth (2012) Managing negative epinion-leaders: A personality-based model of silver surfers' E-WOM. In: European Marketing Academy 41st Annual Conference, 22-25 May 2012, Lisbon, Portugal.

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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.

Keywords: Negative e-WOM, Opinion-leadership, Complaint management, Silver surfers
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Item Type: Conference or Workshop Item (Other)
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Janet Snow
Date Deposited: 06 Jul 2012 09:05
Last Modified: 16 Sep 2016 15:15
URI: http://sro.sussex.ac.uk/id/eprint/39959
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