Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth

Consumer Behaviour and Social Network Sites provides a comprehensive understanding of electronic word of mouth (eWOM) by exploring how information spreads from rumor generation to negative social eWOM, and how consumers process it. It bridges the gap between academia and practice, discussing the unique characteristics of social networking sites in diffusing negative information and the motivations behind consumers' creation, sharing, and reaction to such content. The book offers strategies and key takeaways for dealing with and preventing negative social eWOM, particularly in the context of consumer-to-consumer (C2C) communications.

Format: Paperback / softback
Length: 98 pages
Publication date: 01 August 2022
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the realm of electronic word of mouth (eWOM) by embarking on a journey from the generation of rumors in traditional word of mouth (WOM) to the negative social eWOM that consumers encounter. It provides a solid foundation for understanding how information spreads and how consumers process it. Consumer Behaviour and Social Network Sites explores various themes related to negative eWOM, drawing upon extensive scientific research and real-world professional examples. By bridging the gap between academia and the professional world, the book offers valuable insights into this evolving field.

It distinguishes between negative social eWOM and traditional WOM, shedding light on the unique characteristics of different social networking sites in the dissemination of such information. The book delves into the motivations behind consumers' creation, sharing, and reaction to negative social eWOM, suggesting that there are more factors at play than commonly assumed. It also provides an understanding of web users' behaviors regarding negative social eWOM and its impact on their decision-making processes.

In conclusion, this book serves as a valuable resource for marketing academics, students, and practitioners. It provides a theoretical contextualization of the issue of negative eWOM, offering insights into brand-to-consumer and consumer-to-consumer communications that can potentially harm brands. By addressing these critical aspects, the book equips readers with the necessary tools to navigate and mitigate the potential risks associated with negative social eWOM in today's digital landscape.

Weight: 200g
Dimension: 216 x 138 (mm)
ISBN-13: 9780367532864