Cultivating customers’ resilience to the negative word of mouth: an empirical analysis of the telecommunication industry in Tanzania
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Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
SAGE Publications
Abstract
This study sought to investigate the relationship between social media brand engagement and resilience to negative word of mouth (RNWOM) when mediated by brand familiarity. Using stimulus–organism–response (SOR) theory, it is suggested that the dimensions of social media brand engagement act as a stimulus to drive responses like RNWOM directly and indirectly through brand familiarity as an organism. A self-administered questionnaire was used to survey 505 customers in the telecommunications industry in Tanzania, and the data was analyzed using structural equation modelling in AMOS 21. The findings indicate that social media brand engagement dimensions are the drivers of brand familiarity; brand familiarity explains why and how customers develop RNWOM. Therefore, marketers should use social media brand engagement as a strategic tool to build brand familiarity, which can help customers improve their capabilities to resist negative information about brands.
Description
Abstract. Full text article available at: https://doi.org/10.1177/23197145231163442
Keywords
Social media, Social media brand, Negative word, Response theory, Stimulus organism, Stimulus organism response theory
Citation
Amani, D. (2023). Cultivating customers’ resilience to the negative word of mouth: an empirical analysis of the telecommunication industry in Tanzania. FIIB Business Review, 23197145231163442.