Triggering Word-of-Mouth with Social Closeness and Complaint-Reaction-Time?!

Aktivität: Gespräch oder VortragVortrag


Every day, millions of consumers observe online complaints and adapt their purchase-related intentions accordingly. This work sheds light on the role of (a) social closeness to the complainant and (b) reaction time of the recovering company on observing consumers’ inclination to spread negative and positive word-of-mouth (PWOM and NWOM). We ran a 2 (social closeness: close vs. distant) x 2 (reaction time: immediate vs. delayed) between-subjects online experiment with participants observing an online complaint about a COVID-19 related service failure at a fictitious hotel. The results showed that observers show higher NWOM if they perceive high – as compared to low – closeness towards the complaining person as well as if the company has a delayed – as compared to an immediate – reaction. However, these effects do not occur for PWOM. Implications for theory and practice on the diversity of PWOM vs. NWOM are discussed.
Zeitraum29 Nov. 20211 Dez. 2021
EreignistitelANZMAC 2021
OrtMelbourne, AustralienAuf Karte anzeigen


  • Online complaining
  • Complaint observers
  • Word-of-mouth
  • Social closeness
  • Reaction time
  • Service recovery