• Login
    View Item 
    •   Home
    • Theses and Dissertations
    • Theses and Dissertations
    • View Item
    •   Home
    • Theses and Dissertations
    • Theses and Dissertations
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of TUScholarShareCommunitiesDateAuthorsTitlesSubjectsGenresThis CollectionDateAuthorsTitlesSubjectsGenres

    My Account

    LoginRegister

    Help

    AboutPeoplePoliciesHelp for DepositorsData DepositFAQs

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    POWER IN THE CLICK OF THE BEHOLDER: THE INFLUENCE OF ELECTRONIC NEGATIVE WORD-OF-MOUTH ON BRAND MANAGEMENT

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Thumbnail
    Name:
    DeLaine_temple_0225E_15305.pdf
    Size:
    2.831Mb
    Format:
    PDF
    Download
    Genre
    Thesis/Dissertation
    Date
    2023
    Author
    De Laine, Kimberleigh cc
    Advisor
    Venkatraman, Vinod
    Committee member
    Mudambi, Susan
    Di Benedetto, C. Anthony
    Andersson, Lynne Mary
    Department
    Business Administration/Marketing
    Subject
    Marketing
    Management
    Behavioral sciences
    Brand engagement
    Brand switching behavior
    Brand trust
    Business failure recovery
    NWOM
    Social media
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/8591
    
    Metadata
    Show full item record
    DOI
    http://dx.doi.org/10.34944/dspace/8555
    Abstract
    Ever since the creation of Web 2.0, there has been a seismic shift in how businesses advertise and promote their brands. Social media has birthed a new platform for people and organizations to interact with each other to pass information and opinions or accounts of experiences with products or services. As more consumers gravitate towards social media, firms are leveraging this sensation to engage and forge relationships with individuals which in most cases positively influence consumers’ purchase decisions. However, when some customers are dissatisfied with services or products, they engage in social media negative word-of-mouth (NWOM) which could impact a brand’s reputation, the consumer’s purchase intention and ultimately the firm’s bottom line. In the first study, 118 undergraduate students were surveyed, and empirical evidence was found to support mediating effects of brand reputation on the relationship between social media and purchase intention and moderating effects of brand engagement on the relationship between social media NWOM and brand reputation. In the second study, scenarios were presented to undergraduate students to investigate the impact of social media NWOM on small/local businesses vs. large chain businesses, the difficulty of recovery for small/local businesses, the NWOM correlation of switching behavior after product/service failure, and responses from a firm after a product/service failure. The third study replicated the findings from study two using a more diverse sample instead of students. The study expanded and explored why trust and recovery levels differ in large chain versus small/local businesses. Results indicated that small businesses suffered more from the failure in service/product but made a larger surge in trust than large chain businesses. Keywords: Negative-word-of-mouth, social media, brand engagement, business failure recovery, brand trust, switching behavior
    ADA compliance
    For Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
    Collections
    Theses and Dissertations

    entitlement

     
    DSpace software (copyright © 2002 - 2023)  DuraSpace
    Temple University Libraries | 1900 N. 13th Street | Philadelphia, PA 19122
    (215) 204-8212 | scholarshare@temple.edu
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.