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Article
Publication date: 1 July 2021

Jennifer L. Stevens, Carol L. Esmark Jones and Mike Breazeale

Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers…

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Abstract

Purpose

Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers may take to retain control is to remove negative opinions about the brand. This paper aims to examine the impact on consumer’s brand perceptions when negative reviews are censored.

Design/methodology/approach

Two experimental studies were conducted to assess whether censorship of a negative online review, in the form of removal by the company, weakens brand relationship quality (BRQ) dimensions.

Findings

The results show that censoring negative online reviews has a damaging effect on BRQ. Additionally, the findings indicate that a brand may not be able to increase BRQ when a negative review has been posted, however strategic measures can be taken to diminish the potentially harmful impact.

Originality/value

As many brands still do not adequately understand how to handle negative online reviews, this research offers valuable implications in furthering the examination of negative electronic word-of-mouth and ways to diminish its harmful effects. Additionally, while substantial research focuses on the positive consequences of brand relationships, this research answers calls to examine the negative impacts to BRQ.

Details

Journal of Product & Brand Management, vol. 31 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 4 August 2021

Carol Esmark Jones, Stacie Waites and Jennifer Stevens

Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper…

980

Abstract

Purpose

Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users.

Design/methodology/approach

Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy and intentions to stay at the hotel. Experimental studies were conducted to explain the results of the real-world hotel data.

Findings

The findings show that relevancy is an important mediator in linking social media posts to service performance. A locally (vs nationally) themed post can decrease both the relevancy of a post and the viewer’s intentions to stay at a hotel. This relationship, however, can be weakened if a picture is included with the post, as a visual may increase self-identification with a post.

Originality/value

These results have important theoretical and practical implications as social media managers attempt to find the best ways to communicate to their customers and followers. Specifically, there are lower and upper limits to how many times a hotel should be posting to social media. The data also show many hotels post about local events, such as school fundraisers or a job fair, that can be harmful to stay intentions, likely due to the irrelevant nature of local posts to customers who are likely to stay in a hotel. National posts are seen as more relevant and likely to increase stay intentions, and the inclusion of a picture can help local posts seem more relevant.

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Article
Publication date: 11 October 2022

V. Myles Landers, Colin B. Gabler, Haley E. Hardman and William Magnus Northington

Companies are beginning to rely more on customer participation (CP). As a result, consumers are expected to expend more resources throughout the service exchange. Through three…

461

Abstract

Purpose

Companies are beginning to rely more on customer participation (CP). As a result, consumers are expected to expend more resources throughout the service exchange. Through three studies, this study aims to examine the effect of CP on customers’ evaluations of these exchanges. Study 1 examines the interaction between two levels of CP (low versus high) and shopping experience type (hedonic versus utilitarian). In Study 2, the focus shifts to understanding the negative consequences of high CP. In Study 3, the authors explore how the negative effects of high CP can be mitigated.

Design/methodology/approach

Scenario-based experiments were implemented across three studies. This study used multivariate analysis of variance (Study 1) and PROCESS (Hayes, 2018; Studies 2 and 3) to uncover how consumers respond to CP.

Findings

Results of Study 1 indicate that the CP level negatively impacts satisfaction and positive word-of mouth (PWOM) in a utilitarian context but has no effect in a hedonic context. Study 2 finds that the negative effects of high CP on satisfaction and PWOM are mediated by fairness and frustration. Study 3 suggests that these negative results can be mitigated by offering a financial incentive.

Originality/value

This study’s two primary objectives address specific calls in the CP literature. First, this study examines the effects of increased CP during hedonic and utilitarian shopping experiences. Second, this study investigates mediators and moderators associated with the negative effects of increased CP, shedding light on how the consumer processes high CP service encounters.

Details

Journal of Services Marketing, vol. 37 no. 4
Type: Research Article
ISSN: 0887-6045

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