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Open Access
Article
Publication date: 23 September 2022

Bekir Bora Dedeoğlu, Caner Çalışkan, Tzu-Ling Chen, Jacek Borzyszkowski and Fevzi Okumus

This study investigates the relationship between feelings of loneliness in the workplace, life satisfaction, affect, hope and expressivity among hotel employees.

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Abstract

Purpose

This study investigates the relationship between feelings of loneliness in the workplace, life satisfaction, affect, hope and expressivity among hotel employees.

Design/methodology/approach

The research model was tested via structural equation modeling based on the empirical data collected from hotel employees in Antalya, Turkey.

Findings

The research findings suggest that emotional deprivation and social companionship have a significant impact on life satisfaction, that life satisfaction has a significant impact on positive and negative emotions, and that positive and negative emotions have the same impact on pathways and agencies.

Originality/value

The research findings should assist researchers and practitioners to understand the behaviors of hotel employees in continuous interaction and relationship with individuals to motivate them while providing more effective services.

Details

International Hospitality Review, vol. 38 no. 1
Type: Research Article
ISSN: 2516-8142

Keywords

Open Access
Article
Publication date: 25 April 2023

Linas Pupelis and Beata Šeinauskienė

This study aims to explore how and why self-discrepancy affects materialism and impulsive buying and the extent to which subjective well-being mediates the relationship between…

2431

Abstract

Purpose

This study aims to explore how and why self-discrepancy affects materialism and impulsive buying and the extent to which subjective well-being mediates the relationship between self-discrepancy, materialism and impulsive buying.

Design/methodology/approach

The authors have tested the hypothesis with a convenience sample (N = 434) from Lithuania. Descriptive analysis, principal components analysis (PCA), serial mediation hypothesis tested with model 81 from regression-based path analysis modeling tool PROCESS Macro for IBM® SPSS® Statistics 24.7 statistical software.

Findings

The serial and parallel mediation analysis results indicated that greater self-discrepancy was related to poorer life satisfaction, which was related to greater materialism centrality, which promoted greater impulsive buying. Also, the greater the self-discrepancy, caused more occurrence of negative affect, which relates to increased materialism happiness, which triggers impulsive buying. Self-discrepancy was negatively associated with the frequency of positive affect, which was positively related to materialism, which stimulates impulsive buying.

Research limitations/implications

The study was dominated by younger respondents. The survey was conducted during the lockdown of the Covid-19 virus pandemic.

Originality/value

There is little empirical evidence to support the reasoning behind why self-discrepancy predicts a higher degree of materialism, which increases impulsive buying. This study suggests the mechanism of how subjective well-being affects relationships of self-discrepancy on materialism and impulsive buying.

Details

Central European Management Journal, vol. 31 no. 2
Type: Research Article
ISSN: 2658-2430

Keywords

Open Access
Article
Publication date: 7 December 2021

María Sicilia, M. Carmen Caro-Jiménez and Estela Fernández-Sabiote

While research evidences how customers’ emotions can influence their consumer experience, understanding of how employees’ displayed emotions affect the customer service experience…

2177

Abstract

Purpose

While research evidences how customers’ emotions can influence their consumer experience, understanding of how employees’ displayed emotions affect the customer service experience is more limited. Drawing on affect transfer theory, the authors test for the mediating role of attitude towards the employee, which is proposed to mediate the effect of employees’ displayed emotion on customers’ satisfaction with recovery. As service recovery entails a critical service experience in which emotions can easily rise, this paper aims to highlight the pivotal role of employee-displayed emotions during service recovery.

Methodology

A scenario-based experiment in the context of an airline service failure recovery (3 × 2 between-subjects design) manipulates frontline employees’ emotions (anger vs happiness vs no specific emotion) and the quality of the solution (bad vs good).

Findings

Employees’ displayed emotions directly affect attitude towards the employee and indirectly affect service recovery satisfaction. Moreover, attitude towards the employee is affected more by the employee’s displayed emotion when the solution offered is bad compared to good.

Practical implications

Employees’ emotions displayed during service recovery can enhance or damage service recovery strategies. Employees should control for negative emotions in the case of service failure, especially when unable to provide a good solution.

Originality

Emotions displayed by employees can influence the customer’s service recovery evaluations. There is an interesting interaction between the quality of the solution and employees’ displayed emotions. Additionally, the mantra of “service with a smile” may not be valid in the case of service recovery: rather, employees should avoid displaying negative emotions.

Propósito

A pesar de que la literatura ha demostrado la importancia que tienen las emociones en los consumidores, se sabe poco acerca de cómo influyen las emociones de los empleados. Basándonos en la teoría de la transferencia de afecto, testamos el papel mediador de la actitud hacia el empleado. Ésta se propone como mediadora del efecto que tiene la emoción mostrada por el empleado en la satisfacción del cliente. Este trabajo resalta el papel fundamental de las emociones mostradas por el empleado durante la recuperación del servicio.

Metodología

Experimento (3x2 entre sujetos) basado en el fallo de una aerolínea. Se manipulan las emociones del empleado (enfado vs alegría vs ninguna emoción específica) y la calidad de la solución (mala vs buena).

Resultados

Las emociones mostradas por los empleados afectan directamente a la actitud hacia el empleado e indirectamente a la satisfacción con la recuperación del servicio. La actitud se ve más afectada por la emoción mostrada por el empleado cuando la solución ofrecida es mala.

Implicaciones prácticas

Las emociones mostradas por los empleados pueden contribuir o dañar las estrategias de recuperación del servicio. Los empleados deben controlar las emociones negativas, especialmente cuando no pueden ofrecer una buena solución.

Originalidad

Las emociones mostradas por los empleados influyen en la recuperación del servicio. Existe interacción entre la calidad de la solución y la emoción del empleado. Además, la consigna de “atender al cliente con una sonrisa” puede no ser válida en este contexto, siendo más relevante que los empleados no muestren emociones negativas.

目的

虽然研究证明了顾客的情绪如何影响他们的消费体验, 但对员工所表现出的情绪如何影响顾客服务体验的理解却比较有限。借鉴情感转移理论, 我们测试了对员工态度的中介作用, 提出了员工表现出的情绪对客户对服务补救满意度影响的中介作用。由于服务补救涉及情绪容易上升的关键服务体验, 本文强调了员工表现出的情绪在服务补救过程中的关键作用。

方法

在航空公司服务故障补救的背景下, 一个基于场景的实验(3x2主体间设计)操纵了一线员工的情绪(愤怒vs快乐vs无特定情绪)和解决方案的质量(差vs好)。

研究结果

员工表现出来的情绪直接影响顾客对员工的态度, 间接影响对服务补救的满意度。此外, 当所提供的解决方案质量是差的, 而不是好的, 顾客对员工的态度受员工所表现的情绪的影响更大。

实际意义

员工在服务补救过程中表现出来的情绪可以增强或破坏服务补救策略。在服务失败的情况下, 员工应该控制消极的情绪, 特别是在无法提供一个好的解决方案时。

原创性

员工表现出来的情绪会影响顾客的服务补救的评价。解决方案的质量和员工表现的情绪之间存在着有趣的互动。此外, “微笑服务 “的口号在服务补救的情况下可能是无效的:相反, 员工应该避免表现出负面情绪。

Open Access
Article
Publication date: 13 July 2021

A. Celil Cakici and Sena Tekeli

This study aims to reveal the impact of consumers’ price sensitivity on their purchase intention within the scope of supermarkets. Besides, the study aims to examine the impact of…

10478

Abstract

Purpose

This study aims to reveal the impact of consumers’ price sensitivity on their purchase intention within the scope of supermarkets. Besides, the study aims to examine the impact of consumers’ price sensitivity on their price perception level and emotions and the impact of consumers’ price level perception and emotions toward supermarkets on their purchase intention. It also aims to detect the mediating effects of consumers’ price level perception and emotions toward supermarkets between their price sensitivity and purchase intention.

Design/methodology/approach

The quota sampling method was used to form the study sample. The population was 20–69-year-old consumers. The study sample included 513 consumers, 276 of whom were men, and 237 of whom were women. Data were collected via a questionnaire by the researchers in Mersin’s (Turkey) five central counties. Explanatory and confirmatory factor analyses and structural equation models were used to analyze data.

Findings

Consumers’ price sensitivity, perception of cheapness, perception of expensiveness and positive emotions toward supermarkets affect their purchase intention. Besides, price sensitivity affects their perception of cheapness while it does not affect their perception of expensiveness. It influences negative emotions, but not on positive emotions. Consumers’ perception of cheapness and perception of expensiveness have impacts on positive emotions toward supermarkets. It was additionally discovered that perception of cheapness and perception of expensiveness affected negative emotions toward supermarkets. A contributed finding was that perception of cheapness had a partial mediating role between price sensitivity and purchase intention.

Practical implications

The study provides managerial implications in terms of understanding consumers’ behavioral changes, developing effective pricing strategies and achieving competitive advantages over the other retailing companies.

Originality/value

The study illustrates that consumer behavior can be explained by a theoretical construct considering the price perception levels and emotions toward supermarkets in examining the effect of consumers’ price sensitivity on their purchase intention. Therefore, it contributes to explain consumers’ behavior by bringing the stimulus–organism–response (SOR) model into a theoretical construct.

研究目的

本研究旨在揭示在超級市場的研究範疇內,消費者的價格敏感度對其購買意圖的影響。此外,本研究亦擬探討消費者的價格敏感度對其價格水平感知及情緒的影響,以及消費者的價格水平感知及對超級市場的情感對其購買意圖的影響。本研究亦旨在檢測在消費者的價格敏感度與購買意圖之間,其價格水平感知及對超級市場的情感兩者的仲介效果。

研究的設計/方法/理念

本研究用了配額抽樣法來建立研究樣本。研究的對象為20嵗至69嵗的消費者。研究樣本包括513名消費者,其中276人為男性,237人為女性。數據由研究人員透過一項問卷調查在梅爾辛省 (土耳其) 的五個中心縣取得。使用探索性因素分析,驗證性因素分析及結構方程模型來分析數據。

研究結果

研究結果顯示,消費者的價格敏感度,廉價感,對昂貴的看法及對超級市場的正面情緒,均影響其購買意圖。此外,消費者的價格敏感度會影響其廉價感,唯其對昂貴的看法則不受影響。價格敏感度對負面情緒帶來影響,但正面情緒則不受影響。消費者對廉價的看法及對昂貴的看法均影響他們對超級市場的正面情緒。研究亦發現,廉價感及對昂貴的看法均影響消費者對超級市場的負面情緒。貢獻的發現是:廉價感於價格敏感度與購買意圖之間扮演部分仲介角色。

實際的意義

本研究對管理有其作用。研究結果幫助管理人員更了解消費者行為的改變,發展有效的定價策略,以及比其它零售公司更能發展競爭優勢。

研究的原創性/價值

本研究闡明消費者行為是可以利用一個理論構建來說明的,而這個理論構建是透過考慮價格水平感知及對超級市場的情感來探討消費者的價格敏感度對其購買意圖的影響。因此,本研究透過把「刺激 – 機制 – 反應」模型變成為一個理論構建來說明消費者的行為, 在這方面,本研究是有其貢獻的.

Details

European Journal of Management and Business Economics, vol. 31 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

Open Access
Article
Publication date: 27 September 2023

Lilian M. Hoogenboom, Maria T.M. Dijkstra and Bianca Beersma

Scholars and practitioners alike wish to understand what makes workplace conflict beneficial or injurious to, for example, performance and satisfaction. The authors focus on…

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Abstract

Purpose

Scholars and practitioners alike wish to understand what makes workplace conflict beneficial or injurious to, for example, performance and satisfaction. The authors focus on parties’ personal experience of the conflict, which is complementary to studying conflict issues (i.e. task- or relationship-related conflict). Although many authors discuss the personal experience of conflict, which the authors will refer to as conflict personalization, different definitions are used, leading to conceptual vagueness. Therefore, the purpose of this paper is to develop an integrative definition of the concept of conflict personalization.

Design/methodology/approach

The authors conducted a systematic literature review to collect definitions and conceptualizations from 41 publications. The subsequent thematic analysis revealed four building blocks that were used to develop an integrative definition of conflict personalization.

Findings

The authors developed the following definition: Conflict personalization is the negative affective as well as cognitive reaction to the self being threatened and/or in danger as a result of a social interaction about perceived incompatibilities.

Practical implications

The integrative definition of this study enables the development of a measurement instrument to assess personalization during workplace conflict, paving the way for developing effective research-based interventions.

Originality/value

Conceptual vagueness hampers theoretical development, empirical research and the development of effective interventions. Although the importance of conflict personalization is mentioned within the field of workplace conflict, it has not been empirically studied yet. This paper can serve as the basis for future research in which conflict issue and personal experience are separated.

Details

International Journal of Conflict Management, vol. 35 no. 2
Type: Research Article
ISSN: 1044-4068

Keywords

Open Access
Article
Publication date: 27 November 2023

Gustavo Quiroga Souki, Alessandro Silva de Oliveira, Marco Túlio Correa Barcelos, Maria Manuela Martins Guerreiro, Júlio da Costa Mendes and Luiz Rodrigo Cunha Moura

Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study…

Abstract

Purpose

Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study aims to investigate the impacts of the quality perceived by hotel guests on their positive emotions, negative emotions, perceived value and satisfaction; verify the impacts of the price on perceived value and satisfaction; examine the impacts of satisfaction on WOM and eWOM; and test the moderating effect of hotel guests’ behavioural engagement on social networking sites (HGBE-SNS) on the relationship between satisfaction and eWOM.

Design/methodology/approach

This survey included 371 guests who assessed their experiences at three Brazilian hotels. Structural equation modelling tested the hypothetical model supported by the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).

Findings

The quality perceived by hotel guests (stimulus) positively impacts perceived value, positive emotions and satisfaction and negatively affects negative emotions (organism). Price (stimulus) negatively impacts perceived value but does not affect satisfaction. Perceived value positively impacts satisfaction. Satisfaction positively impacts WOM and eWOM (responses). The HGBE-SNS moderates the relationship between satisfaction and eWOM.

Originality/value

To the best of the authors’ knowledge, this study is the first that simultaneously demonstrates the relationships between perceived quality, price, perceived value, positive and negative emotions, satisfaction, WOM, eWOM and HGBE-SNS. Hotels must offer their guests high-quality services to positively impact’ perceived value, positive emotions, satisfaction and WOM. Low prices boost the perceived value but do not directly increase guest satisfaction. Satisfied hotel guests share their experiences via WOM, but high HGBE-SNS is crucial to boost eWOM.

Propósito

Los hoteles ofrecen experiencias de alta calidad a sus huéspedes para influir positivamente en sus emociones, satisfacción, valor percibido, boca a boca (WOM) y boca a boca electrónico (eWOM). Este estudio tiene como objetivo a) investigar el impacto de la calidad percibida por los huéspedes del hotel en sus emociones positivas, emociones negativas, valor percibido y satisfacción; b) verificar el impacto del precio en el valor percibido y la satisfacción; c) examinar el impacto de la satisfacción en el WOM y eWOM; d) probar el efecto moderador del compromiso conductual de los huéspedes del hotel en las redes sociales (HGBE-SNS) en la relación entre satisfacción y eWOM.

Diseño

En esta encuesta participaron 371 huéspedes que evaluaron sus experiencias en tres hoteles brasileños. La modelización de ecuaciones estructurales puso a prueba el modelo hipotético apoyado en la teoría estímulo-organismo-respuesta (S-O-R) (Mehrabian y Russell, 1974).

Conclusiones

La calidad percibida por los clientes del hotel (estímulo) influye positivamente en el valor percibido, las emociones positivas y la satisfacción, y negativamente en las emociones negativas (organismo). El precio (estímulo) afecta negativamente al valor percibido, pero no a la satisfacción. El valor percibido afecta positivamente a la satisfacción. La satisfacción afecta positivamente al WOM y al eWOM (respuestas). El HGBE-SNS modera la relación entre satisfacción y eWOM.

Originalidad/valor

Este estudio es el primero que demuestra simultáneamente las relaciones entre calidad percibida, precio, valor percibido, emociones positivas y negativas, satisfacción, WOM, eWOM y HGBE-SNS. Los hoteles deben ofrecer a sus clientes servicios de alta calidad para influir positivamente en el valor percibido, las emociones positivas, la satisfacción y el WOM. Los precios bajos aumentan el valor percibido pero no incrementan directamente la satisfacción de los huéspedes. Los huéspedes satisfechos comparten sus experiencias a través del WOM, pero un alto nivel de HGBE-SNS es crucial para impulsar el eWOM.

目的

酒店提供高质量的宾客体验, 对宾客的情绪、满意度、感知价值、口碑(WOM)和电子口碑(eWOM)产生积极影响。本研究旨在 a) 调查酒店客人感知到的质量对其积极情绪、消极情绪、感知价值和满意度的影响; b) 验证价格对感知价值和满意度的影响; c) 检验满意度对 WOM 和电子口碑的影响; d) 检验酒店客人在社交网站上的行为参与(HGBE-SNS)对满意度和电子口碑之间关系的调节作用。

设计

本次调查包括 371 位客人, 他们对自己在巴西三家酒店的入住体验进行了评估。结构方程模型检验了由刺激-组织-反应(S-O-R)理论(Mehrabian 和 Russell, 1974 年)支持的假设模型。

研究结果

酒店客人感知到的质量(刺激因素)对感知价值、积极情绪和满意度有积极影响, 而对消极情绪(有机体)有消极影响。价格(刺激因素)对感知价值有负面影响, 但不影响满意度。感知价值对满意度有积极影响。满意度对 WOM 和 eWOM(反应)产生积极影响。HGBE-SNS 可调节满意度与网络口碑之间的关系。

原创性/价值

本研究首次同时展示了感知质量、价格、感知价值、积极和消极情绪、满意度、WOM、eWOM 和 HGBE-SNS 之间的关系。酒店必须为客人提供高质量的服务, 才能对 “感知价值"、"积极情绪"、"满意度 “和 “WOM “产生积极影响。低价会提升感知价值, 但不会直接提高客人满意度。满意的酒店客人会通过 WOM 分享他们的体验, 但高 HGBE-SNS 对促进 eWOM 至关重要。

Open Access
Article
Publication date: 12 April 2018

Hooria Jazaieri

The purpose of this paper is to make the case for bringing compassion to students in educational settings, preschool through graduate school (PK-20).

13277

Abstract

Purpose

The purpose of this paper is to make the case for bringing compassion to students in educational settings, preschool through graduate school (PK-20).

Design/methodology/approach

First, the author defines what is meant by “compassion” and differentiates it from the related constructs. Next, the author discusses the importance of bringing compassion into education, thinking specifically about preschool, K-12 (elementary and middle school/junior high/high school), college students, and graduate students (e.g. law, medical, nurses, counselors and therapists-in-training). The author then reviews the scant empirical literature on compassion in education and makes recommendations for future research. In the final section, the author makes specific and practical recommendations for the classroom (e.g. how to teach and evaluate compassion in PK-20).

Findings

While there is a fair amount of research on compassion with college students, and specifically regarding compassion for oneself, as the author reviews in this paper, the field is wide open in terms of empirical research with other students and examining other forms of compassion.

Research limitations/implications

This is not a formal review or meta-analysis.

Practical implications

This paper will be a useful resource for teachers and those interested in PK-20 education.

Social implications

This paper highlights the problems and opportunities for bringing compassion into education settings.

Originality/value

To date, no review of compassion in PK-20 exists.

Details

Journal of Research in Innovative Teaching & Learning, vol. 11 no. 1
Type: Research Article
ISSN: 2397-7604

Keywords

Open Access
Article
Publication date: 10 July 2018

Gian Nurmaindah Hendianti and Penpaktr Uthis

This purpose of this paper is to describe methamphetamine relapse risk, examine the relationship between factors in the dynamic model of relapse and methamphetamine relapse risk.

1717

Abstract

Purpose

This purpose of this paper is to describe methamphetamine relapse risk, examine the relationship between factors in the dynamic model of relapse and methamphetamine relapse risk.

Design/methodology/approach

A total of 165 clients from the Substance Rehabilitation Center of National Narcotics Board in West Java, Indonesia were recruited. The research instruments included a demographic characteristic questionnaire and eight different tests: Drug Taking Confidence Questionnaire; Stimulant Effect Expectancy Questionnaire; Stage of Change Readiness and Treatment Eagerness Scale version 8.0 for Drug; Coping Strategies Inventory Short Form; Positive Affect and Negative Affect Schedule; Desire for Speed Questionnaire; Social Support Questionnaire; and the Stimulant Relapse Risk Scale. Descriptive statistics were used to analyze the data. Pearson’s product moment correlation was used to test the relationship among variables.

Findings

Clients (63 percent) were at a moderate level of methamphetamine relapse risk (mean=56.33, SD=10.54). Outcome expectancy, positive emotional state, negative emotional state and craving were positive and had a significant correlation with relapse risk (r=0.261, r=0.380, r=0.370, r=0.509, p<0.01, respectively). Self-efficacy was negative and had a significant correlation with relapse risk (r=−0.316, p<0.01). Motivation, coping and social support had no correlation with relapse risk.

Originality/value

Two-thirds of the clients in a rehabilitation center have a tendency to relapse following treatment. Nursing intervention for early detection of methamphetamine relapse risk during treatment by using standardized instruments should be implemented.

Details

Journal of Health Research, vol. 32 no. 4
Type: Research Article
ISSN: 2586-940X

Keywords

Open Access
Article
Publication date: 6 December 2022

Alina Sawy and Dieter Bögenhold

Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of…

3049

Abstract

Purpose

Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of social media can lead to dark and negative consequences. This aspect has received less attention in the literature so far. The purpose of this study is to advice entrepreneurial practitioners to balance the sides of pros and cons as being an inherent reality to acknowledge the full scenario of business life and the interplay of diverse influences.

Design/methodology/approach

The qualitative interviews focused on the dark side experiences of micro-entrepreneurs on social media and on strategies to protect their private identities and businesses from those dark side effects. For the theoretical classification of dark side experiences, the framework of Baccarella et al. (2018) was used and adapted based on the experiences reported.

Findings

To the best of the authors’ knowledge, the study is one of the first to provide an understanding of the negative experiences micro-entrepreneurs face on social media. The research showed the relevance of five out of the seven dark-side building blocks and identified time as a further influential aspect. Thereby, the authors learn to comprehend the negative sides of social media for micro-operated businesses. The findings highlight the need to understand entrepreneurial social media use with simultaneously negative hazards and economic and social challenges. Addressing the entanglement of the entrepreneurial and private selves of micro-entrepreneurs, the findings demonstrate entrepreneur’s attempts of distancing or cleaning the negativity from their private identities and their businesses.

Originality/value

This paper problematizes dark sides as critical elements in entrepreneurial practice, which are too often neglected when discussing entrepreneurial marketing in general and entrepreneurship in social media specifically. The self is always captured between two sides, including the problematic (“dark”) and the bright.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 25 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Open Access
Article
Publication date: 3 December 2019

Elena Delgado-Ballester, Inés López-López and Alicia Bernal-Palazón

Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships…

4653

Abstract

Purpose

Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships. Specifically, the authors focus on the individual level through taking a close look at the content that users generate during these attacks.

Design/methodology/approach

The authors conducted content analysis to study four recent brand-related OFs that occurred on Twitter.

Findings

The results show that brands are at the core of the users’ conversations, although other actors, such as competing firms, can also be affected. Negative comments greatly exceed positive ones. Actions against the brand, both passive (avoidance) and active (vengeance), emerged during the OFs.

Research limitations/implications

The exploratory nature of the study could cast doubt on the generalizability of the results. Moreover, the number of OF analyzed is limited, although they represent an interesting variety of brand misconducts.

Practical implications

Nowadays, brands are publicly scrutinized through social networks, as the networks enable users to speak out about brands’ perceived mistakes and wrongdoings. This paper confirms that managers should monitor, understand and try to respond to OFs to minimize their impact.

Originality/value

Online firestorms are a recent phenomenon that has gained attention finally, as they can reach hundreds of users in real-time and can involve a huge amount of comments posted online against a brand. These attacks could severely damage the brand, even when there is no strong evidence of the posted content being true. This paper adds to the scarce literature on the topic and analyzes the negative effects for brands.

Propósito

Este trabajo exploratorio identifica posibles consecuencias negativas que los ataques colaborativos online contra las marcas podrían tener en las relaciones marca-consumidor. Para ello se adopta la perspectiva del participante en el ataque colaborativo mediante un análisis pormenorizado del contenido que los usuarios generan durante el tiempo que dura el ataque contra la marca.

Metodología

Se ha llevado a cabo un análisis del contenido generado durante cuatro ataques colaborativos recientes que protagonizaron distintas marcas en Twitter.

Resultados

Del análisis de contenido se desprende que las marcas son las protagonistas de las conversaciones de los usuarios aunque otros actores tales como marcas competidoras también han sido mencionadas. Los comentarios negativos predominan sobre los positivos. También se identifican acciones contra la marca, tanto pasivas (evitar comprarla) como activas (venganza).

Limitaciones

El carácter exploratorio del estudio impide la generalización de sus resultados. El número de ataques colaborativos analizados son limitados aunque representan una interesante variedad de errores y malas conductas por parte de las marcas.

Implicaciones prácticas

Actualmente las marcas son objeto de escrutinio público en las redes sociales en tanto que facilitan la interacción entre usuarios y el comportamiento informativo de cualquier tipo. Este trabajo confirma que los responsables de marca deben controlar, comprender y tratar de responder a estos ataques colaborativos contra las marcas para minimizar su impacto.

Originalidad/valor

Los ataques colaborativos contra las marcas son un fenómeno que está recibiendo una enorme atención últimamente en la medida en la que miles de usuarios participan en ellos en tiempo real generando una enorme cantidad de comentarios online contra una marca. Estos ataques pueden dañarla seriamente, incluso ante la ausencia de evidencias claras de que el contenido que se comparte sea cierto. Este trabajo contribuye a la escasa literatura existente sobre los ataques colaborativos online contra las marcas y analiza sus posibles efectos negativos.

Tipo de artículo

Artículo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 24 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

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