Effect Of Personal Motivation Factors On Negative Electronic Word-Of-Mouth Communication Intention
Journal Title: Journal of the Human and Social Science Researches - Year 2017, Vol 6, Issue 2
Abstract
The influence of personal motives has thus far been largely ignored in the marketing literature. By the same token, most of the related studies focus on positive word-of-mouth communication; only few studies address negative word-of-mouth communication. This study aims to fill this gap by examining the impact of personal motives on negative word-of-mouth communication. The analysis finds a significant correlation between negative electronic word-of-mouth communication and the personal motives such as warning other consumers, the benefits of social interaction and anxiety reduction. Whereas, no correlation is found between negative electronic word-of-mouth communication and personal motives such as concern of other, venting negative emotions and revenge.
Authors and Affiliations
Zübeyir ÇELİK| Araş. Gör., Yüzüncü Yıl Üniversitesi, Erciş İşletme Fakültesi zubeyircelik@yyu.edu.tr, Behçet Yalın ÖZKARA| Yrd. Doç.Dr., Eskişehir Osmangazi Üniversitesi, İİBF bozkara@ogu.edu.tr
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