Ever since the creation of Web 2.0, there has been a seismic shift in how businesses
advertise and promote their brands. Social media has birthed a new platform for people
and organizations to interact with each other to pass information and opinions or accounts
of experiences with products or services. As more consumers gravitate towards social
media, firms are leveraging this sensation to engage and forge relationships with
individuals which in most cases positively influence consumers’ purchase decisions.
However, when some customers are dissatisfied with services or products, they engage in
social media negative word-of-mouth (NWOM) which could impact a brand’s reputation,
the consumer’s purchase intention and ultimately the firm’s bottom line. In the first
study, 118 undergraduate students were surveyed, and empirical evidence was found to
support mediating effects of brand reputation on the relationship between social media
and purchase intention and moderating effects of brand engagement on the relationship
between social media NWOM and brand reputation. In the second study, scenarios were
presented to undergraduate students to investigate the impact of social media NWOM on
small/local businesses vs. large chain businesses, the difficulty of recovery for small/local
businesses, the NWOM correlation of switching behavior after product/service failure,
and responses from a firm after a product/service failure. The third study replicated the
findings from study two using a more diverse sample instead of students. The study
expanded and explored why trust and recovery levels differ in large chain versus
small/local businesses. Results indicated that small businesses suffered more from the
failure in service/product but made a larger surge in trust than large chain businesses.
Keywords: Negative-word-of-mouth, social media, brand engagement, business failure
recovery, brand trust, switching behavior / Business Administration/Marketing
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/8591 |
| Date | January 2023 |
| Creators | De Laine, Kimberleigh, 0009-0000-9722-0701 |
| Contributors | Venkatraman, Vinod, Mudambi, Susan, Di Benedetto, C. Anthony, Andersson, Lynne Mary |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 153 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/8555, Theses and Dissertations |
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