Abstract
As social network site users increasingly use microblogs to share their positive and negative experiences with brands, there is a surprising dearth of research on the receivers of MeWOM brand image disruptions (electronic word-of-mouth brand image disruptions that take place in a microblog) to determine the factors that motivate them to re-share them. 372 Twitter users in the United States were exposed to six positive and negative MeWOM brand image disruptions in an online experiment which replicated the Twitter environment. Two PLS Structural Equation Models were created to determine the factors which motivated receivers to retweet the MeWOM brand image disruptions. The results demonstrated that ‘relevance’ and ‘issue involvement’ were significant positive predictors of receivers’ retweeting both positive and negative valence MeWOM brand image disruptions.
| Original language | English |
|---|---|
| Title of host publication | Choosing the Right Tools for the Job |
| Subtitle of host publication | Educators Providing Good Options |
| Editors | Lisa Lendgren, Susan Geringer |
| Place of Publication | Macomb, IL |
| Pages | 5-13 |
| Number of pages | 9 |
| Publication status | Published - 22 Mar 2017 |
| Event | Marketing Management Association Spring Conference 2017 - Chicago Palmer House, Chicago, United States Duration: 22 Mar 2017 → 24 Mar 2017 http://www.mmaglobal.org/conferences/spring-conference/ |
Publication series
| Name | MMA Spring Conference Proceedings |
|---|---|
| Publisher | Marketing Management Association |
| ISSN (Print) | 2325-3568 |
Conference
| Conference | Marketing Management Association Spring Conference 2017 |
|---|---|
| Country/Territory | United States |
| City | Chicago |
| Period | 22/03/17 → 24/03/17 |
| Internet address |
Keywords
- social media
- corporate reputation
- brand image
- word of mouth
- issue involvement
- valence