The impact of corporate response strategies to negative online word of mouth on complainers' brand attitude
The advent of customer empowering technologies has provided customers with a plethora of online venues to exchange negative experiences with companies and a multitude of other consumers. To mitigate the effect of negative electronic word of mouth (eWOM) companies are increasingly reacting to customers' online complaints. However, little attention has been paid to examine the impact of companies' responses via various online platforms on complainers' brand attitude change. In addition, previous research has not examined whether customers' motives in voicing their complaints online and their choice of the online platform influence the effectiveness of corporate responses. The objectives of this research are threefold. First, the research aims to examine the impact of various corporate response strategies (accommodative, defensive and no reply) on customers' brand attitude. In addition, it examines the moderating impact of platform type (company social networking sites/third party platforms) and customers' motives to write negative comments (venting, redress seeking and altruism) on the relationship between corporate response strategies and customers' brand attitude. The proposed conceptual model aims to explain the factors influencing the effectiveness of companies' responses to online negative WOM.