Negative Tweets and their impact on likelihood to recommend

Barhorst, Jennifer B. and Wilson, Alan and Brooks, Joshua (2020) Negative Tweets and their impact on likelihood to recommend. Journal of Business Research, 117. pp. 727-739. ISSN 0148-2963

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    Abstract

    The advent of customers sharing their negative experiences of brands on microblogs such as Twitter has become a normal part of consumers' interactions with brands on social media. This landscape has resulted in the transformation of customer service departments that closely monitor social media mentions in order to help mitigate the risks posed to their reputations. Little is known however about the impact that these shared negative brand experiences have on the receivers of them. This study seeks to address this gap in knowledge and does so through the operationalization of an online experiment where 372 Twitter users were exposed to negative valence Tweets about airlines. Findings from the experiment reveal that a change in likelihood to recommend the firm takes place upon exposure to negative valence Tweets and that issue involvement, message relevance and emotions felt by receivers after exposure predict whether a change is likely to take place.

    Creators(s): Barhorst, Jennifer B., Wilson, Alan ORCID logoORCID: https://orcid.org/0000-0002-5491-1876 and Brooks, Joshua;
    Item type:Article
    ID code:71293
    Keywords:social media, Twitter, consumer reviews, Marketing. Distribution of products, Marketing, Tourism, Leisure and Hospitality Management
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Strategic Research Themes > Measurement Science and Enabling Technologies
    Depositing user: Pure Administrator
    Date deposited:31 Jan 2020 09:42
    Last modified:21 Jan 2021 11:40
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/71293
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