Proceedings of the 2nd Annual International Conference on Business and Public Administration (AICoBPA 2019)

Exploring the Implications of Social Media Usage on Negative Consumers’ Emotion and Behavior

Authors
Anni Rahimah, Suharyono, Andriani Kusumawati
Corresponding Author
Anni Rahimah
Available Online 17 November 2020.
DOI
https://doi.org/10.2991/aebmr.k.201116.029How to use a DOI?
Keywords
disidentification theory, brand hate, negative word of mouth, brand avoidance
Abstract

Social media have emerged as powerful platforms in addressing the issue of consumer and brand connection. A miscellaneous of benefits have been obtained from social media by the brand. Nevertheless, the topical approach of the research identifies the gloomy view of social media usage. This research provides a framework for assessing the impact of the use of social media on consumers’ emotions and behavior. The findings disclose that consumer use of social media that post negative publicity about the brand causes customer brand hate and consequently negative word of mouth and also avoids brand. In a similar vein, negative word of mouth is found to act as a driver in escalating consumers’ avoidance toward a particular brand. By employing the theory of disidentification, the framework and findings of this research are the outcomes of attentive theory-based research; hence this authorizes to serve managerial suggestions derived from the theory and on rigorous empirical analyses.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Annual International Conference on Business and Public Administration (AICoBPA 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
17 November 2020
ISBN
978-94-6239-275-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.201116.029How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Anni Rahimah
AU  - Suharyono
AU  - Andriani Kusumawati
PY  - 2020
DA  - 2020/11/17
TI  - Exploring the Implications of Social Media Usage on Negative Consumers’ Emotion and Behavior
BT  - Proceedings of the 2nd Annual International Conference on Business and Public Administration (AICoBPA 2019)
PB  - Atlantis Press
SP  - 136
EP  - 141
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201116.029
DO  - https://doi.org/10.2991/aebmr.k.201116.029
ID  - Rahimah2020
ER  -