The Effect of Customers' Negative Emotions on Negative Electronic Word of Mouth Advertising With the Mediating Role of Revenge and Desire to Improve (Case Study: Digikala Company)

Subject Areas : Jounal of Marketing Management

faranak khodayari ¹ , Shadan Vahabzadeh ² ,  Salumeh Rajablu ³

1 - Assistant Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Business Management Department, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Graduated from Master of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-06-13 Accepted : 2022-10-07 Published : 2023-03-21

Keywords: Revenge, Desire for Revenge, Desire for Improvement, Negative Electronic Word of Mouth, Negative Customer Emotions,

Abstract :

Introduction: Electronic word of mouth created in the Internet and in web marketing environments, are able to attract customers 'attention and direct customers' views on the company's products and services and encourage their behavioral intentions, and therefore the purpose of this study is to determine the effect of Negative Customer Emotions on Negative Electronic Word of Mouth with the Mediating Role of Revenge and Desire for Improvement. Methods: This research is descriptive-survey (cross-sectional) in terms of method and in terms of purpose is applied research and in terms of type is in the field of field research. The statistical population of this research consists of all customers of Digikala Company. A sample of 384 people according to the Morgan table was selected and studied by the non-probabilistic sampling method. The data collection tool is a questionnaire the validity of the questionnaire has been confirmed through convergent and divergent validity tests and its reliability using Cronbach's alpha coefficient. The structural equation analysis method has also been used to analyze the data. Results: The results of the analysis of research hypotheses using structural equation modeling showed that the negative emotions of customers have a positive effect on negative electronic advertising and the desire for revenge. The desire for revenge also has a positive effect on negative electronic word of mouth. Negative customer emotions have a positive effect on negative electronic oral advertising with the mediating role of the desire for revenge. Conclusion: Negative customer emotions have no positive effect on the desire to improve and the desire to improve has a negative effect on negative electronic oral advertising. In the end, the results showed that negative customer emotions did not have a positive effect on negative electronic oral advertising with the mediating role of the desire to improve.  

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