期刊
TELEMATICS AND INFORMATICS
卷 58, 期 -, 页码 -出版社
ELSEVIER
DOI: 10.1016/j.tele.2020.101522
关键词
Brand feedback; Brand response; Electronic word of mouth; Attribution theory; Controllability; Stability
Research shows that brand feedback can have a significant impact on consumers when addressing brand-controlled and short-term issues, but it cannot replace long-term quality considerations. The study provides insights into the effects of online brand contributions and eWOM messages, as well as managerial suggestions for posting brand feedback in eWOM spaces.
Research has shown negative product reviews or electronic word-of-mouth (eWOM) negatively influence consumers' attitudes and behaviors. However, research has paid less attention to consumers' information processing of negative eWOM in the presence of brands' public response, or brand feedback. Findings from a between-subjects experiment indicate brand feedback can make the biggest impact on visiting consumers when addressing a brand-controlled and short-term problem. This suggests brand feedback cannot replace long-term quality considerations. The study contributes to our understanding of effects of online brand contributions and eWOM messages, and provides managerial suggestions about strategizing posting of brand feedback in an eWOM space.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据