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Exploring the Role of Perceived Word-of-Mouth Source Credibility and Brand Involvement in Online Negative Word-of-Mouth: An examination of Outcomes and Processes

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Exploring the Role of Perceived Word-of-Mouth Source Credibility and Brand Involvement in Online Negative Word-of-Mouth: An examination of Outcomes and Processes

Guo, Chaoqing (2015) Exploring the Role of Perceived Word-of-Mouth Source Credibility and Brand Involvement in Online Negative Word-of-Mouth: An examination of Outcomes and Processes. Masters thesis, Concordia University.

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Abstract

This research studies the role of Perceived Word-of-Mouth Source Credibility and Brand Involvement in the process of online negative Word-of-Mouth spreading, and this research also examines the behavioral and non-behavioral outcomes of online negative Word-of-Mouth. This research also looks at the process of online negative Word-of-Mouth spreading. This article uses two-way ANOVAs to examine the interaction effects of Perceived Word-of-Mouth Source Credibility and Brand Involvement on the Perceived Usefulness of negative Word-of-Mouth, and uses the Baron and Kenny’s method to test the mediation effect of Perceived Usefulness of negative Word-of-Mouth on the relationship of Perceived WOM Credibility and Brand Involvement’s interaction effect with behavioral and non-behavioral outcomes. This research has economic significance and can help brand managers evaluate the Processes and Outcomes of the Online Negative Word-of-Mouth and the importance of Perceived Word-of-Mouth Source Credibility and Brand Involvement.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Guo, Chaoqing
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:December 2015
Thesis Supervisor(s):Laroche, Michel
ID Code:980743
Deposited By: CHAOQING GUO
Deposited On:17 Jun 2016 14:52
Last Modified:18 Jan 2018 17:51
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