Title: Negative eWOM on social media: role of individual, contextual and social determinants

Authors: Isha Sharma; Kokil Jain

Addresses: Amity International Business School, Amity University, Noida, U.P., India ' Amity International Business School, Amity University, Noida, U.P., India

Abstract: This study aims to expand the understanding of factors that lead to consumers' intentions to engage in negative e-word-of-mouth (NEWOM) on social media, following a negative experience. In particular, the study empirically suggests that perceived power over social media and negative emotions positively influence NEWOM intentions while reappraisal of emotion regulations has a negative influence on NEWOM intentions. Perceived homophily and the factors of social cognitive theory including social outcome expectations and social media self efficacy are found to have a significant impact on consumer's perception of power and control on social media. Brand attributions after a negative experience were found to influence negative emotions among consumers. Thus, including different individual, social and contextual factors, the study proposes a research model, which is designed using structural equation modelling (SEM) and tested using AMOS21. Finally, pertinent managerial and theoretical implications are highlighted.

Keywords: negative e-word-of-mouth; NEWOM; perceived power and control; social cognitive theory; perceived homophily; brand attributions; negative emotions; reappraisal of emotion regulation; structural equation modelling; SEM.

DOI: 10.1504/IJIMA.2020.111048

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.4, pp.377 - 398

Received: 23 Aug 2018
Accepted: 14 Mar 2019

Published online: 08 Oct 2020 *

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