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 ![]() | Item type: | Article |
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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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