Abstract
This research investigates the effects of different framing forms including classic (positive vs. negative attribute and goal framing) as well as non-classic webcare (individual vs. group re-coveries framing) on online recovery observers. Findings suggest that bystanders appear to be particularly receptive to goal framing and non-classic recover framing when they are highly empathetic towards fellow shoppers of whom they witness complaints online. However, such framing effects are conditional on their perceived failure size.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions |
| Editors | Kerrigan F. |
| Place of Publication | Birmingham |
| Publisher | Academy of Marketing |
| Pages | 123-124 |
| ISBN (Electronic) | 978-1-3999-58042 |
| ISBN (Print) | 978-1-3999-58042 |
| Publication status | Published - 2023 |
| Event | 2023 Academy of Marketing Conference: Revolution - University of Birmingham, Birmingham, United Kingdom Duration: 3 Jul 2023 → 6 Jul 2023 |
Conference
| Conference | 2023 Academy of Marketing Conference |
|---|---|
| Country/Territory | United Kingdom |
| City | Birmingham |
| Period | 03.07.2023 → 06.07.2023 |
Keywords
- Online complaining
- Online service recovery
- Webcare
- Framing
- Recovery response
- Negative word-of-mouth
- Complaining
- Service recovery
- Online recovery
