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Managing negative epinion-leaders: A personality-based model of silver surfers' E-WOM

By Jan Breitsohl, Marv Khammash and Gareth Griffiths


The purpose of this study is to investigate the diffusion of negative opinions over the Internet in relation to specific personality antecedents (i.e. Altruism, Need for uniqueness, Self-confidence) and communication outcomes (i.e. Overall satisfaction, Ecomplaint propensity). Results are based on an online survey of 2,393 e-consumers aged 50+ (‘silver surfers’) and are the first to confirm the positive influence of online opinionleadership on the propensity to spread negative e-WOM. Moreover, negative e-WOM was found to reduce customers’ overall satisfaction and to occur in addition to ecomplaining. Importantly, e-marketers are provided with a personality-based communication strategy to manage negative online opinion-leaders.\ud \ud Keywords: Negative e-WOM, Opinion-leadership, Complaint management, Silver surfers\ud Firm Engagemen

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