IDEAS home Printed from https://ideas.repec.org/a/abg/anprac/v21y2017i61245.html
   My bibliography  Save this article

Customer Engagement with Negative Electronic Word-of-mouth in Mobile Application Stores

Author

Listed:
  • Adrianne Paula Vieira de Andrade
  • Anatália Saraiva Martins Ramos

Abstract

The aim of the study is to understand the motivations of consumer engagement behavior with negative electronic word-of-mouth (eWOM) on mobile application consumer platforms, using the Theory of Reasoned Action (TRA) as an analysis lens. Ten in-depth interviews were conducted with users who provided negative comments, which allowed the construction of a corpus that was described, classified and interpreted through thematic content analysis. As an analytical generalization, it is inferred that the most influential motivators for engaging with negative eWOM are Search for Providence, Altruism, Negative Emotions, and Reciprocity. With respect to TRA constructs, Attitudes impact this engagement, but subjective Norms has little contribution to negative electronic word of mouth engagement. This research can support mobile application developers and social media analysts in formulating interaction strategies that foster consumer engagement behavior.

Suggested Citation

  • Adrianne Paula Vieira de Andrade & Anatália Saraiva Martins Ramos, 2017. "Customer Engagement with Negative Electronic Word-of-mouth in Mobile Application Stores," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 21(6), pages 788-810.
    • Handle: RePEc:abg:anprac:v:21:y:2017:i:6:1245
    as

    Download full text from publisher

    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1245/1241
    Download Restriction: no
    File URL: https://rac.anpad.org.br/index.php/rac/article/download/1245/1241
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:abg:anprac:v:21:y:2017:i:6:1245. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Information Technology of ANPAD (email available below). General contact details of provider: http://anpad.org.br .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.