Underlying Mechanisms of Brand Feedback's Mixed Effects in E-Commerce

Roles of Perceived Controllability, Stability, and Brand Trust

Bibliographic Data

ID22004155
AuthorsManu Bhandari (0000-0002-9021-7275, Arkansas State University, corresponding author), Po‐Lin Pan (0000-0003-2091-0717, Arkansas State University)
Year2022
Volume25
Issue9
Pages605-612
Publication date2022-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueCyberpsychology Behavior and Social Networking (JOURNAL)
Journal identifiersISSN: 2152-2715 • E-ISSN: 2152-2723
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1089/cyber.2021.0352
PMID36048536
OpenAlexW4294050877
LanguageEN
Citations received1
References cited32

879) investigated underlying mechanisms of the effects of brand feedback (a business' written response) to negative electronic word of mouth (eWOM) messages (e.g., online product reviews) using the theoretical framework of the attribution theory. Findings suggest that brand feedback can positively (via an indirect route) as well as negatively (via a direct route) affect prospective consumers' purchase intentions. Brand feedback positively affects purchase intentions in part through a reduction in consumers' perceptions of the brand's volitional control over the problem (controllability) and long-lasting nature (stability) of the cause of the problem described in a negative eWOM. Brand trust also partially mediates these indirect positive effects

Advertising · Attribution · Business · Controllability · Perception · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Mathematics · Psychology · Social Psychology · Technology Adoption and User Behaviour

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