Negative word-of-mouth on social media and consumer behavior: Study with parents of students of private schools in belo horizonte

Objective: evaluate the influence of social media's negative WOM communication on consumer behavior. Method: This is a quantitative research with a descriptive approach. The sample consisted of parents of students from private schools in Belo Horizonte. Data were analyzed using structural equat...

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Bibliographic Details
Main Authors: Bastos, A.M (Author), Botrel, A.M.M (Author), de Mesquita, J.M.C (Author), Dias, A.T (Author)
Format: Article
Language:English
Published: Universidade Nove de Julho-UNINOVE 2019
Subjects:
Online Access:View Fulltext in Publisher
LEADER 02455nam a2200229Ia 4500
001 10.5585-remark.v18i4.16381
008 220511s2019 CNT 000 0 und d
020 |a 21775184 (ISSN) 
245 1 0 |a Negative word-of-mouth on social media and consumer behavior: Study with parents of students of private schools in belo horizonte 
260 0 |b Universidade Nove de Julho-UNINOVE  |c 2019 
856 |z View Fulltext in Publisher  |u https://doi.org/10.5585/remark.v18i4.16381 
520 3 |a Objective: evaluate the influence of social media's negative WOM communication on consumer behavior. Method: This is a quantitative research with a descriptive approach. The sample consisted of parents of students from private schools in Belo Horizonte. Data were analyzed using structural equation modeling, PLS method. Originality / Relevance: The relevance of the research is based on the fact that there are many papers addressing word-of-mouth communication, but few specifically addressing negative word-of-mouth, also addressing the moderating effects of switching costs. Results: The results confirm that negative word-of-mouth reduces purchase intent and attitudinal loyalty and only procedural switching costs are able to reduce this effect. Theoretical Contributions: Although they may seem logical, relationships need to be tested empirically, especially given the proposed monological chain, which included the moderating effects of switching costs, an unusual design in marketing research. Therefore, proving that negative word-of-mouth reduces both purchase intent and attitudinal loyalty is a theoretical contribution. Moreover, attesting that switching costs cannot reduce the effects of negative word-of-mouth also translates into a theoretical contribution. Contributions to management: The importance of organizations closely following the comments on social media made by their clients is emphasized. Preventing failures from happening, and especially from customers publicly expressing their dissatisfaction, is critical to businesses today. © 2019 Revista Brasileira de Marketing. All rights reserved. 
650 0 4 |a Loyalty 
650 0 4 |a Negative electronic word-of-mouth 
650 0 4 |a Purchase Intention 
650 0 4 |a Social media 
650 0 4 |a Switching costs 
700 1 |a Bastos, A.M.  |e author 
700 1 |a Botrel, A.M.M.  |e author 
700 1 |a de Mesquita, J.M.C.  |e author 
700 1 |a Dias, A.T.  |e author 
773 |t Revista Brasileira de Marketing