Beyond positive and negative eWOM: the role of trust propensity and individuation in shaping consumers’ perception of brand image
Journal Publication ResearchOnline@JCUAbstract
This study aims to identify the impact of psychological mechanisms, such as trust propensity and individuation, on response to eWOM by differentiating between volume of positive/negative eWOM and net eWOM valence (e.g., when positive eWOM volume exceeds negative eWOM volume and vice versa). Analysis based on 428 survey responses from Australia and China shows that positive eWOM positively influences brand image, particularly for individuals with a high trust propensity. Surprisingly, negative eWOM does not affect brand image, but negative net valence is influential, particularly for consumers with a high trust propensity and those scoring high on individuation
Journal
International Journal of Hospitality & Administration
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Volume
24
ISBN/ISSN
1525-6499
Edition
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Issue
3
Pages Count
25
Location
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Publisher
Routledge
Publisher Url
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Publisher Location
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Publish Date
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Url
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Date
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EISSN
N/A
DOI
10.1080/15256480.2021.1988881