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

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 Firm Engagement