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Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM

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Resumo:This study aimed to understand the relationship between the brand and the customer online. It investigated if an online brand failure can have as much impact as product or service failure, and it questioned if the feeling of trust is affected negatively after, specifically during Black Friday. It also lets us know if consumers tend to share their opinions online. A causal research design was implemented to obtain evidence of the changing effects of brand failure on the customer-brand relationship. The experiment was conducted for a unique sample group of 214 participants. Data analysis was performed with analysis of variance (ANOVA), linear regression to predict the value of the variables, and T-Test to assess the effectiveness of the different correlations expressed. The main results of this study were that the feeling of Trust after a brand commits an online failure diminishes, proving that trust is affected negatively. Specific correlations confirmed that the higher the customer considers the failure and its severity, the likelier it is to decrease the feeling of trust. The findings also showed that feelings of Anger and Worry are also felt after the brand failure. Finally, the data showed that most people tend not to share their opinions online, much less in a negative way, about businesses or brands. The research contributions confirm the importance of the digital behavior that brands should have and how a possible failure can impact the relationship with the customer. Finally, it showed how a brand failure is not just on physical products or services but also online.
Autores principais:Piçarro, Inês Nicolau
Assunto:Consumer-brand relationship Trust Brand love Brand hate Brand failure Online WOM
Ano:2023
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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