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Publicação
Consumer’s attitude towards Online Firestorm
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Orientador(es)
Resumo(s)
Many businesses aim to capitalize on everyone's involvement in Social Networks by engaging with consumers. Companies underestimate the negative effects of the connected internet world on their reputation: people's enthusiasm for a brand can also become highly dissatisfied. Because of the speed and spread of Social Networks, negative publicity about a brand may quickly escalate into something incredibly dangerous. This phenomenon, known as an "Online Firestorm," occurs when hundreds of thousands of people take unfavourable actions that harm a business's reputation with regard to a particular problem. The present research examines the reasons behind customers engaging in a hypothetical Online Firestorm and the impact it has on purchase intentions. An online survey was conducted with a total of 201 participants. This study demonstrated that the moral component and social media use have a positive correlation with participating in an OF while negative emotions and self-brand connection have a mediating role in this scenario. Purchase intentions are not really impacted by taking part in negative word of mouth. These findings extend previous research on the understudied and recent phenomenon related to social media networks.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Online firestorm Social media Self-brand connection Consumer engagement Negative word of mouth Purchase intentions