Skip to Main content Skip to Navigation
Conference papers

Should We Disable the Comment Function on Social Media? The Impact of Negative eWOM on Consumers’ Trust in Fashion Presentations

Abstract : Electronic word-of-mouth (eWOM) has attracted a great deal of attention in both academia and practice in recent years. Our empirical study investigates the relation of negative comments and consumers’ trust in fashion presentations focusing on clothing. It is a product category characterized by a lot of online conversation and opinion sharing, but is surprisingly under-researched regarding eWOM. We calculate a multiple regression model moderated by consumers’ social media experience to identify the impact of a dichotomous eWOM stimulus. We find that negative comments referring to a fashion presentation cause a significant decrease of trust. However, the more experienced a user is in dealing with social media services such as Facebook or YouTube, the weaker this effect will get. These findings contribute to the existing academic discourse about the impact of negative eWOM.
Complete list of metadata

Cited literature [50 references]  Display  Hide  Download

https://hal.inria.fr/hal-01768511
Contributor : Hal Ifip <>
Submitted on : Tuesday, April 17, 2018 - 11:56:07 AM
Last modification on : Tuesday, September 17, 2019 - 4:38:02 PM

File

978-3-319-68557-1_29_Chapter.p...
Files produced by the author(s)

Licence


Distributed under a Creative Commons Attribution 4.0 International License

Identifiers

Citation

Julian Bühler, Matthias Murawski, Markus Bick. Should We Disable the Comment Function on Social Media? The Impact of Negative eWOM on Consumers’ Trust in Fashion Presentations. 16th Conference on e-Business, e-Services and e-Society (I3E), Nov 2017, Delhi, India. pp.325-338, ⟨10.1007/978-3-319-68557-1_29⟩. ⟨hal-01768511⟩

Share

Metrics

Record views

697

Files downloads

182