Analysis of the factors that influence adoption of information from managerial responses to negative electronic word-of-mouth Online publication date: Mon, 20-Sep-2021
by Fayiz Shrafat; Dia Zeglat; Waed Ensour; Nael Mosa Sarhan
International Journal of Services and Operations Management (IJSOM), Vol. 39, No. 4, 2021
Abstract: The purpose of this study was to identify the informational determinants of persuasive managerial responses to negative e-WOM, when recipients accept managerial response information, and which factors encourage adoption. Using the elaboration likelihood model and the theory of information adoption, the study develops a research model to investigate information adoption determinants that influence managerial responses to negative e-WOM through informational usefulness in the context of consumer-to-business communication. The partial least squares technique is used to test the proposed model on 318 effective data points. The results show that argument quality and source credibility positively influence the adoption of managerial response information through informational usefulness. Among the precursors of information usefulness, quality factors (comprehensiveness and accuracy) exert a significant influence. Theoretical and managerial implications are discussed.
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