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Anxiety and Ephemeral Social Media Use in Negative eWOM Creation

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  • Wakefield, Lane T.
  • Wakefield, Robin L.

Abstract

Consumers regularly share negative eWOM regarding brand experiences, yet the effects of emotions in this process are unknown. Using the framework of Stimulus–Organism–Response theory we operationalized our study in the context of ephemeral (self-deleting) social media. Across two studies, consumers experienced anxiety during the creation of eWOM, particularly after considering a negative brand experience. Anxiety was manifest in consumers' decisions to reduce the time availability of online messages and appeased by the use of ephemeral social media. This behavior, in theory, reduces the threat to consumers' impression management goals caused by sharing negative eWOM within their social networks. Further evidence is found as consumers limit (lengthen) message availability a) when including less (more) positive words in their messages, or b) when sharing about non-economic (economic) experiences. We discuss the implications of consumer emotion and anxiety on the availability of eWOM in social media.

Suggested Citation

  • Wakefield, Lane T. & Wakefield, Robin L., 2018. "Anxiety and Ephemeral Social Media Use in Negative eWOM Creation," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 44-59.
    • Handle: RePEc:eee:joinma:v:41:y:2018:i:c:p:44-59
    DOI: 10.1016/j.intmar.2017.09.005
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    8. Campbell, Colin & Sands, Sean & Treen, Emily & McFerran, Brent, 2021. "Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 96-105.
    9. Sun, Yang & Gonzalez-Jimenez, Hector & Wang, Shenghui, 2021. "Examining the relationships between e-WOM, consumer ethnocentrism and brand equity," Journal of Business Research, Elsevier, vol. 130(C), pages 564-573.
    10. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
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