Online Opinion Leadership in Negative eWOM Dissemination
| aut.relation.conference | ANZMAC 2016 Conference | en_NZ |
| aut.researcher | Yap, Crystal | |
| dc.contributor.author | Zhang, RM | en_NZ |
| dc.contributor.author | Yap, SF | en_NZ |
| dc.contributor.author | Xu, YZ | en_NZ |
| dc.date.accessioned | 2018-11-27T01:31:35Z | |
| dc.date.available | 2018-11-27T01:31:35Z | |
| dc.date.copyright | 2016 | en_NZ |
| dc.date.issued | 2016 | en_NZ |
| dc.description.abstract | With the rise of online media channels, negative electronic word-of-mouth (e-WOM) can damage a well-established brand within a short time frame. Departing from the past research that focuses on positive WOM and offline setting, this study addresses issues as follow: Does an opinion leader exist in the course of negative e-WOM dissemination after a bad news about a brand or its product revealed to the public? How is the online opinion leadership established in the process of negative e-WOM dissemination? How does such an opinion leader influence the online community members’ sentiments towards the brand and its product? Through the content analysis on iphone6’s bending issue, the research uncovers how online opinion leadership is developed and how it functions in eWOM dissemination. This study advances the understanding of the intervening factors that underlie the influence of opinion leader and its role in the process of negative e-WOM dissemination within an online community. | |
| dc.identifier.citation | In Proceedings of the 2016 ANZMAC, Marketing in a Post-Disciplinary Era, University of Canterbury, Christchurch, New Zealand, 5-7 December, pp. 212-218. | |
| dc.identifier.uri | https://hdl.handle.net/10292/12081 | |
| dc.publisher | Australian and New Zealand Marketing Academy (ANZMAC) | |
| dc.relation.uri | http://pandora.nla.gov.au/pan/25410/20180918-0906/ANZMAC%20proceedings%202016.pdf | |
| dc.rights | The content and any opinions expressed represent the views of the authors only. Apart from fair dealing for the purpose of private study, research, criticism or review as permitted under the Copyright Act, no part may be reproduced without prior written permission from the Publisher. | |
| dc.rights.accessrights | OpenAccess | en_NZ |
| dc.subject | Negative e-WOM; Online opinion leadership; e-WOM dissemination; Online communities | |
| dc.title | Online Opinion Leadership in Negative eWOM Dissemination | en_NZ |
| dc.type | Conference Contribution | |
| pubs.elements-id | 210872 | |
| pubs.organisational-data | /AUT | |
| pubs.organisational-data | /AUT/Business & Law | |
| pubs.organisational-data | /AUT/Business & Law/Marketing | |
| pubs.organisational-data | /AUT/Faculty of Business, Economics and Law | |
| pubs.organisational-data | /AUT/Faculty of Business, Economics and Law/Marketing, Advertising, Retailing & Sales |