Managing negative Epinion-leaders: A personality-based model of silver surfers’ e-WOM

Jan Breitsohl; Marwan  Khammash; Gareth  Griffiths

Managing negative Epinion-leaders: A personality-based model of silver surfers’ e-WOM

Jan Breitsohl, Marwan Khammash, Gareth Griffiths

Rheolaeth a Busnes

Prifysgol Bangor | Bangor University

Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion Cynhadledd › Cyfraniad arall i bennod

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The purpose of this study is to investigate the diffusion of negative opinions over the Internet in relation to specific personality antecedents (i.e. Altruism, Need for uniqueness, Self-confidence) and communication outcomes (i.e. Overall satisfaction, Ecomplaint propensity). Results are based on an online survey of 2,393 e-consumers aged 50+ (‘silver surfers’) and are the first to confirm the positive influence of online opinionleadership on the propensity to spread negative e-WOM. Moreover, negative e-WOM was found to reduce customers’ overall satisfaction and to occur in addition to ecomplaining. Importantly, e-marketers are provided with a personality-based communication strategy to manage negative online opinion-leaders

Iaith wreiddiol	Saesneg
Teitl	Marketing to Citizens
Is-deitl	Going beyond Customers and Consumers
Golygyddion	Paulo Rita
Cyhoeddwr	European Marketing Academy
ISBN (Argraffiad)	978-989-732-004-0
Statws	Cyhoeddwyd - 2012
Digwyddiad	EMAC - Istanbul Business School, Istanbul, Teyrnas Unedig Prydain Fawr a Gogledd Iwerddon Hyd: 04 Meh 2013 → 07 Meh 2013

Cynhadledd

Cynhadledd	EMAC
Gwlad/Tiriogaeth	Teyrnas Unedig Prydain Fawr a Gogledd Iwerddon
Dinas	Istanbul
Cyfnod	04 Meh 2013 → 07 Meh 2013

Cysylltiad parhaol

Dolen barhaus

Ffeiliau eraill a chysylltiadau

http://hdl.handle.net/2160/38746

Dyfynnu hyn

@inbook{23336851bcd84065afd8f7984eb4315d,

title = "Managing negative Epinion-leaders: A personality-based model of silver surfers{\textquoteright} e-WOM",

abstract = "The purpose of this study is to investigate the diffusion of negative opinions over the Internet in relation to specific personality antecedents (i.e. Altruism, Need for uniqueness, Self-confidence) and communication outcomes (i.e. Overall satisfaction, Ecomplaint propensity). Results are based on an online survey of 2,393 e-consumers aged 50+ ({\textquoteleft}silver surfers{\textquoteright}) and are the first to confirm the positive influence of online opinionleadership on the propensity to spread negative e-WOM. Moreover, negative e-WOM was found to reduce customers{\textquoteright} overall satisfaction and to occur in addition to ecomplaining. Importantly, e-marketers are provided with a personality-based communication strategy to manage negative online opinion-leaders",

keywords = "negative e-WOM, opinion-leadership, compliant management, silver surfers, firm engagement",

author = "Jan Breitsohl and Marwan Khammash and Gareth Griffiths",

year = "2012",

language = "English",

isbn = " 978-989-732-004-0",

editor = "Paulo Rita",

booktitle = "Marketing to Citizens",

publisher = "European Marketing Academy",

note = "EMAC ; Conference date: 04-06-2013 Through 07-06-2013",

}

TY - CHAP

T1 - Managing negative Epinion-leaders: A personality-based model of silver surfers’ e-WOM

AU - Breitsohl, Jan

AU - Khammash, Marwan

AU - Griffiths, Gareth

PY - 2012

Y1 - 2012

N2 - The purpose of this study is to investigate the diffusion of negative opinions over the Internet in relation to specific personality antecedents (i.e. Altruism, Need for uniqueness, Self-confidence) and communication outcomes (i.e. Overall satisfaction, Ecomplaint propensity). Results are based on an online survey of 2,393 e-consumers aged 50+ (‘silver surfers’) and are the first to confirm the positive influence of online opinionleadership on the propensity to spread negative e-WOM. Moreover, negative e-WOM was found to reduce customers’ overall satisfaction and to occur in addition to ecomplaining. Importantly, e-marketers are provided with a personality-based communication strategy to manage negative online opinion-leaders

AB - The purpose of this study is to investigate the diffusion of negative opinions over the Internet in relation to specific personality antecedents (i.e. Altruism, Need for uniqueness, Self-confidence) and communication outcomes (i.e. Overall satisfaction, Ecomplaint propensity). Results are based on an online survey of 2,393 e-consumers aged 50+ (‘silver surfers’) and are the first to confirm the positive influence of online opinionleadership on the propensity to spread negative e-WOM. Moreover, negative e-WOM was found to reduce customers’ overall satisfaction and to occur in addition to ecomplaining. Importantly, e-marketers are provided with a personality-based communication strategy to manage negative online opinion-leaders

KW - negative e-WOM

KW - opinion-leadership

KW - compliant management

KW - silver surfers

KW - firm engagement

UR - http://hdl.handle.net/2160/38746

M3 - Other chapter contribution

SN - 978-989-732-004-0

BT - Marketing to Citizens

A2 - Rita, Paulo

PB - European Marketing Academy

T2 - EMAC

Y2 - 4 June 2013 through 7 June 2013

ER -

Managing negative Epinion-leaders: A personality-based model of silver surfers’ e-WOM

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