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Negative eWOM on social media: role of individual, contextual and social determinants

Author

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  • Isha Sharma
  • Kokil Jain

Abstract

This study aims to expand the understanding of factors that lead to consumers' intentions to engage in negative e-word-of-mouth (NEWOM) on social media, following a negative experience. In particular, the study empirically suggests that perceived power over social media and negative emotions positively influence NEWOM intentions while reappraisal of emotion regulations has a negative influence on NEWOM intentions. Perceived homophily and the factors of social cognitive theory including social outcome expectations and social media self efficacy are found to have a significant impact on consumer's perception of power and control on social media. Brand attributions after a negative experience were found to influence negative emotions among consumers. Thus, including different individual, social and contextual factors, the study proposes a research model, which is designed using structural equation modelling (SEM) and tested using AMOS21. Finally, pertinent managerial and theoretical implications are highlighted.

Suggested Citation

  • Isha Sharma & Kokil Jain, 2020. "Negative eWOM on social media: role of individual, contextual and social determinants," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 14(4), pages 377-398.
    • Handle: RePEc:ids:ijimad:v:14:y:2020:i:4:p:377-398
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