Exploring the Implications of Social Media Usage on Negative Consumers’ Emotion and Behavior

DOI

10.2991/aebmr.k.201116.029How to use a DOI?

Keywords

disidentification theory, brand hate, negative word of mouth, brand avoidance

Abstract

Social media have emerged as powerful platforms in addressing the issue of consumer and brand connection. A miscellaneous of benefits have been obtained from social media by the brand. Nevertheless, the topical approach of the research identifies the gloomy view of social media usage. This research provides a framework for assessing the impact of the use of social media on consumers’ emotions and behavior. The findings disclose that consumer use of social media that post negative publicity about the brand causes customer brand hate and consequently negative word of mouth and also avoids brand. In a similar vein, negative word of mouth is found to act as a driver in escalating consumers’ avoidance toward a particular brand. By employing the theory of disidentification, the framework and findings of this research are the outcomes of attentive theory-based research; hence this authorizes to serve managerial suggestions derived from the theory and on rigorous empirical analyses.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Anni Rahimah
AU  - Suharyono
AU  - Andriani Kusumawati
PY  - 2020
DA  - 2020/11/17
TI  - Exploring the Implications of Social Media Usage on Negative Consumers’ Emotion and Behavior
BT  - Proceedings of the 2nd Annual International Conference on Business and Public Administration (AICoBPA 2019)
PB  - Atlantis Press
SP  - 136
EP  - 141
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201116.029
DO  - 10.2991/aebmr.k.201116.029
ID  - Rahimah2020
ER  -