Negative Feelings and Their Role in Word-Of-Mouth Disclosure in Social Media

Gonzalez-Cristiano, Alberto
January 2015
Proceedings of the European Conference on e-Learning;2015, p618
Conference Proceeding
Negative electronic word-of-mouth (eWOM), also known as online or mouse word-of-mouth, is negatively affecting companies all around the world (Henning-Thurau et al., 2004; Tripp & Grégorie, 2011) due to the impact word-of-mouth has on the way consumers behave (Brown et al., 2005). Consumers are increasingly providing unsolicited feedback to companies and to each other (Prahalad and Ramaswamy, 2004) and negative information about brands and companies is prevalent in the market place (Ahluwalia et al., 2000). This eWOM spreads rapidly over the internet as a result of the increase on social media utilization, (Sun et al., 2006; Jansen et al., 2009). In a similar fashion, emotions and sentiments tend to spread rapidly in social networks (Hill et al., 2010) due to the tendency of people generally having only significant contact with others similar to themselves (McPherson et al., 2001). These sentiments and emotions importance is known as they play a crucial role on consumer behaviour (Gardner, 1985). Although the importance of word-of-mouth is now acknowledged, its antecedents were neglected until very recently (Andersson, 1998). Recent research has shown that the motivation for disclosing wordof- mouth is not only dependent on satisfaction but on other characteristics of the consumers (e.g. Brown et al., 2005) and it is becoming clear that the role of emotions as antecedents of eWOM should receive more extensive direct attention. Even though some researchers (e.g. Amichai-Hamburger, 2002) have been demanding a research dialogue between Internet designers and psychologists, why some emotions drive sharing, or boost sharing online content more than others, remains unclear (Berger, 2011). More specifically, not much has been written about the effect of negative feelings as motivators or influencers for venting negative eWOM in social media. This conceptual conference paper aims to address this limitation and analyse the role of a negative state of mind as a motivator for disclosing negative eWOM. The aim of this article is twofold: (1) to analyse the existent literature related to the topic and (2) provide an understanding of the emotional antecedents of negative eWOM.


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