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EMAC 2023 Annual

Reflexive Effects of Negative Word of Mouth: Pilot Study

Published: May 24, 2023


Rahul Chawdhary, Kingston University ; Anna Ivanova, Kingston University London ; Arslan Chaudhary, Kingston University


Extant literature primarily considers an individual’s negative word of mouth behaviour (NWOM) as an outcome of brand hate overlooking the possibility that a reverse effect may exist. Employing an experimental research design our pilot study provides initial evidence that a reverse effect exists wherein articulation of NWOM by the communicator about a brand to their strong ties (vs. weak ties) has a stronger effect on brand hate. These initial findings not only expand our understanding of NWOM-brand hate relationship but also contributes to the nascent word of mouth (WOM) literature that seeks to understand the boomerang effects of articulating WOM on the sender.