DOIONLINE 
DOIONLINE Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
 Journal Home Volume Issue |
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Issue |
Volume-3,Issue-2 ( Feb, 2017 ) | |||||||||
Paper Title |
Negative E-WOM as a Response to Brand Failures: Evidence from an Online Brand Community | |||||||||
Author Name |
Tugba Ozboluk, Yunus Dursun | |||||||||
Affilition |
Marketing Department, Bozok University, Turkey Marketing Department, Erciyes University, Turkey | |||||||||
Pages |
141-146 | |||||||||
Abstract |
This paper aims to understand how consumers spread negative e-WOM as a reaction to brand failures in online brand communities. Data is drawn from an 18-month netnographic study including participant and non-participant observation. The findings reveal that consumers in online brand communities do not only share their positive feelings but also their negative feelings as a response to brand failures. The paper offers some insights for marketing scholars and practitioners. Besides the advantages, online brand communities may also be disadvantageous to a company, as negative messages from unsatisfied consumers could threaten brand image. There are still limited studies examining negative e-WOM in online brand communities. This study extends the previous literature by demonstrating a key driver of negative e-WOM in an online brand community. Keywords— e-WOM, negative e-WOM, word of mouth, negative word of mouth, online brand communities, netnography. | |||||||||
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