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Opinion Leadership and Negative Word-of-Mouth Communication

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Multidisciplinary Social Networks Research (MISNC 2014)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 473))

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  • International Conference, MISNC

Abstract

Customers may feel negative emotion when they experience service failure. The negative emotion may induce unsatisfactory customers to spread negative word-of-mouths (WOM). However, not all unsatisfactory will spread negative WOM. The current study conducted an experimental design to explore the influence of opinion leadership tendency to negative word-of-mouth communication intention. The results revealed that customers will spread negative WOMs when the service failure is serious. However, when the service failure is minor, customers with a higher opinion leadership tendency are with higher intention to spread negative WOMs. The findings of the current are useful in exploring the role of opinion leadership tendency in negative WOM communication.

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Author information

Authors and Affiliations

  1. Graduate Institute of Information Management, National Taipei University, Taiwan

    Chih-Chien Wang & Pei-Hua Wang

  2. Department of Business Administration, National Taipei University, Taiwan

    Yolande Y. H. Yang

Authors
  1. Chih-Chien Wang
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  2. Pei-Hua Wang
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  3. Yolande Y. H. Yang
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Editor information

Editors and Affiliations

  1. National University of Kaohsiung, Taiwan

    Leon Shyue-Liang Wang

  2. Chung-Ang University, Seoul, Korea

    Jason J. June

  3. Dept of Electrical Engineering, National Kaohsiung University of Applied Sciences, Kaohsiung, Taiwan

    Chung-Hong Lee

  4. Osaka University, Japan

    Koji Okuhara

  5. National University of Kaohsiung, Dept of Information Management, Kaohsiung, Taiwan

    Hsin-Chang Yang

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Wang, CC., Wang, PH., Yang, Y.Y.H. (2014). Opinion Leadership and Negative Word-of-Mouth Communication. In: Wang, L.SL., June, J.J., Lee, CH., Okuhara, K., Yang, HC. (eds) Multidisciplinary Social Networks Research. MISNC 2014. Communications in Computer and Information Science, vol 473. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-45071-0_4

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  • DOI: https://doi.org/10.1007/978-3-662-45071-0_4

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-662-45070-3

  • Online ISBN: 978-3-662-45071-0

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