Direct and indirect negatively valenced engagement behavior
2020
Purpose – This study shows the impact of direct and indirect customers’ negatively valenced
influencing behavior (NVIB) on other actors in online social networks.
Design/methodology/approach – Four experiments were conducted in an online review
setting that encompasses both restaurant and hotel reviews. The first study compares the
impact of direct and indirect NVIB. The second, third and fourth studies measure this impact
moderated by aggregate ratings, the volume of positive reviews and managerial responses.
Findings – Drawing on recent literature of customer engagement behavior (CEB), online
reviews and social influence theory (SIT), this paper provides the first empirical results of the
impact of direct and indirect NVIB, revealing the significant difference in their impact and
the moderating role of the aggregate ratings, number of positive reviews and managerial
responses on the cause-effect relationship between direct and indirect NVIB and other actors’
attitudes and behavioral intentions towards service providers.
Research limitations – TripAdvisor reviews were selected for the reason of appropriateness
rather than representativeness, using two service providers, hotels and restaurants.
Practical implications –This paper provides managers with new insights, which capture not
only what customers say about service providers but also the impact of how they say it,
suggesting that managers move beyond framing NVIB in generalized terms to considering
the differences in the impact of its direct and indirect facets.
Originality/value – This research is the first to provide empirical results about the significant
difference in the impact of direct and indirect NVIB on other actors’ attitudes and behavioral
intentions toward service providers, moderated by different heuristics, namely ratings,
volume of positive reviews and managerial responses.
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