Opinion-leading silver surfers in the UK: a personality-based approach to managing negative electronic WOM

Breitsohl, Jan, Khammash, Marv and Griffiths, Gareth (2012) Opinion-leading silver surfers in the UK: a personality-based approach to managing negative electronic WOM. In: Academy of Marketing Conference 2012. Marketing: catching the technology wave, 2–5 July 2012, Southampton, UK. (Accepted)

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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, E-complaint-propensity).
Based on an online survey consisting of 2,393 e-consumers aged 50+, the present research methodology uses Structural Equation Modelling to verify the proposed conceptual relationships. Findings confirm the positive influence of online opinion-leaders on the propensity to spread negative e-WOM and demonstrate the importance of personality characteristics as means to influence negative online opinion-diffusion. Importantly, negative e-WOM was further found to reduce consumers' overall satisfaction and to possibly occur in addition to direct e-complaining. This research therefore is the first to empirically establish the concept of negative Opinion-leadership in an online context and in relation to e-consumers above 50, in addition to proposing a novel, personality-based model of negative online opinion diffusion.
For marketing practitioners, this study emphasises the importance of negative online opinion-leaders as a target group that requires distinct communication strategies. Marketing and complaint mangers are recommended to appeal to specific personality traits in order to prevent negative online opinion-cascades and possibly encourage direct complaints.

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: Tahir Beydola
Date Deposited: 19 Sep 2016 15:46
Last Modified: 19 Sep 2016 15:46
URI: http://sro.sussex.ac.uk/id/eprint/63418

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