The impact of online negative word-of-mouth on customers in the telecommunication industry
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/15457 |
Resumo: | Nowadays, social media platforms are part of the daily routine of the majority of the Portuguese population. Facebook is currently gathering both consumers and brands under the same platform, which on one hand is positive as it decreases the distance between both players and allows constant interchange of information. However, on the other hand, this proximity might imply some risks as brands are more exposed to negative circumstances. No longer has one’s bad experience with a product or service stayed contained between the affected consumer and the company itself. It is now often turned public, becoming easily available to large amounts of individuals who are exposed to brand-related content posted on brand pages in social media. The present study intends to analyze the effects of readers’ exposure to negative brand related word-of-mouth generated by other consumers on companies’ brand pages in social media. Focusing on the telecommunication industry, the effects of readers’ exposure to negative brand related word-of-mouth were measured in terms of their effects on readers’ brand attitude, perceived brand quality, negative word-of-mouth intentions and re-patronage intentions. Additionally, considering the industry under analysis, the current study also investigates whether these effects are influenced by the type of customer, with contractual and non-contractual customers being considered. An online questionnaire was distributed to 442 respondents revealing that only negative word-ofmouth intentions was significantly influenced by readers’ exposure to brand-related negative wordof-mouth. Additionally, the influence of the type of customer was validated with contractual customers reacting differently from non-contractual in perceived brand quality. |
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The impact of online negative word-of-mouth on customers in the telecommunication industrySocial mediaWord-of-mouthNegative word-of-mouthBrand attitudePerceived brand qualityRe-patronage IntentionIndústria das telecomunicaçõesFacebookQualidade dos serviçosMarketingSatisfação do clienteNowadays, social media platforms are part of the daily routine of the majority of the Portuguese population. Facebook is currently gathering both consumers and brands under the same platform, which on one hand is positive as it decreases the distance between both players and allows constant interchange of information. However, on the other hand, this proximity might imply some risks as brands are more exposed to negative circumstances. No longer has one’s bad experience with a product or service stayed contained between the affected consumer and the company itself. It is now often turned public, becoming easily available to large amounts of individuals who are exposed to brand-related content posted on brand pages in social media. The present study intends to analyze the effects of readers’ exposure to negative brand related word-of-mouth generated by other consumers on companies’ brand pages in social media. Focusing on the telecommunication industry, the effects of readers’ exposure to negative brand related word-of-mouth were measured in terms of their effects on readers’ brand attitude, perceived brand quality, negative word-of-mouth intentions and re-patronage intentions. Additionally, considering the industry under analysis, the current study also investigates whether these effects are influenced by the type of customer, with contractual and non-contractual customers being considered. An online questionnaire was distributed to 442 respondents revealing that only negative word-ofmouth intentions was significantly influenced by readers’ exposure to brand-related negative wordof-mouth. Additionally, the influence of the type of customer was validated with contractual customers reacting differently from non-contractual in perceived brand quality.Hoje em dia, as redes sociais fazem parte da rotina diária da maioria da população portuguesa. Atualmente o Facebook une tanto consumidores como marcas sob o mesmo espaço, o que se mostra vantajoso na medida em que diminui a distância entre os intervenientes e permite uma troca constante de informações. No entanto, essa proximidade pode trazer alguns riscos uma vez que deixa as marcas mais expostas a situações negativas. Não mais uma má experiência, com um determinado produto ou serviço, ficou apenas entre o consumidor em causa e a própria empresa. É atualmente recorrente tornar-se pública, ficando facilmente disponível para inúmeras pessoas através da página da marca nas redes sociais. O presente estudo pretende analisar o efeito da exposição dos leitores ao passa-palavra negativo, gerado por outros consumidores na página da marca nas redes sociais. Focando na indústria das telecomunicações, o efeito da exposição dos leitores ao passa-palavra negativo foi avaliado em termos de "brand attitude", da perceção de qualidade da marca, das intenções de passa-palavra negativo e das intenções de patrocínio. Além disso, e considerando a indústria em análise, este estudo procurou também investigar se esses efeitos são ou não influenciados pelo tipo de consumidor, considerando consumidores contratuais e não contratuais. Nesse sentido, foi distribuído um questionário online por 442 participantes revelando que apenas as intenções de passa-palavra negativo foram influenciadas pela exposição dos leitores ao passa-palavra negativo. Adicionalmente, a influência do tipo de cliente foi avaliada onde clientes contratuais reagiram de forma diferente de clientes não contratuais em termos da perceção de qualidade da marca.2018-03-27T13:02:10Z2021-03-27T00:00:00Z2017-09-21T00:00:00Z2017-09-212017-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/15457TID:201762218engCosta, Mariana Pires do Rosárioinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:34:49Zoai:repositorio.iscte-iul.pt:10071/15457Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:15:44.357517Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The impact of online negative word-of-mouth on customers in the telecommunication industry |
title |
The impact of online negative word-of-mouth on customers in the telecommunication industry |
spellingShingle |
The impact of online negative word-of-mouth on customers in the telecommunication industry Costa, Mariana Pires do Rosário Social media Word-of-mouth Negative word-of-mouth Brand attitude Perceived brand quality Re-patronage Intention Indústria das telecomunicações Qualidade dos serviços Marketing Satisfação do cliente |
title_short |
The impact of online negative word-of-mouth on customers in the telecommunication industry |
title_full |
The impact of online negative word-of-mouth on customers in the telecommunication industry |
title_fullStr |
The impact of online negative word-of-mouth on customers in the telecommunication industry |
title_full_unstemmed |
The impact of online negative word-of-mouth on customers in the telecommunication industry |
title_sort |
The impact of online negative word-of-mouth on customers in the telecommunication industry |
author |
Costa, Mariana Pires do Rosário |
author_facet |
Costa, Mariana Pires do Rosário |
author_role |
author |
dc.contributor.author.fl_str_mv |
Costa, Mariana Pires do Rosário |
dc.subject.por.fl_str_mv |
Social media Word-of-mouth Negative word-of-mouth Brand attitude Perceived brand quality Re-patronage Intention Indústria das telecomunicações Qualidade dos serviços Marketing Satisfação do cliente |
topic |
Social media Word-of-mouth Negative word-of-mouth Brand attitude Perceived brand quality Re-patronage Intention Indústria das telecomunicações Qualidade dos serviços Marketing Satisfação do cliente |
description |
Nowadays, social media platforms are part of the daily routine of the majority of the Portuguese population. Facebook is currently gathering both consumers and brands under the same platform, which on one hand is positive as it decreases the distance between both players and allows constant interchange of information. However, on the other hand, this proximity might imply some risks as brands are more exposed to negative circumstances. No longer has one’s bad experience with a product or service stayed contained between the affected consumer and the company itself. It is now often turned public, becoming easily available to large amounts of individuals who are exposed to brand-related content posted on brand pages in social media. The present study intends to analyze the effects of readers’ exposure to negative brand related word-of-mouth generated by other consumers on companies’ brand pages in social media. Focusing on the telecommunication industry, the effects of readers’ exposure to negative brand related word-of-mouth were measured in terms of their effects on readers’ brand attitude, perceived brand quality, negative word-of-mouth intentions and re-patronage intentions. Additionally, considering the industry under analysis, the current study also investigates whether these effects are influenced by the type of customer, with contractual and non-contractual customers being considered. An online questionnaire was distributed to 442 respondents revealing that only negative word-ofmouth intentions was significantly influenced by readers’ exposure to brand-related negative wordof-mouth. Additionally, the influence of the type of customer was validated with contractual customers reacting differently from non-contractual in perceived brand quality. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-09-21T00:00:00Z 2017-09-21 2017-09 2018-03-27T13:02:10Z 2021-03-27T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/15457 TID:201762218 |
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http://hdl.handle.net/10071/15457 |
identifier_str_mv |
TID:201762218 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/octet-stream |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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