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EMAC 2021 Regional Conference


The role of positive and negative emotions in the value formation process: an analysis of problematic social interactions in the social media context
(R2021-102612)

Published: September 22, 2021

AUTHORS

Moreno Frau, Corvinus University of Budapest, Institute of Marketing, Department of Marketing Management; Przemys?aw Tomczyk, Kozminski University; Luca Frigau, Università degli studi di Cagliari

KEYWORDS

value; interactions; emotios

ABSTRACT

This article aims to explore the role of emotions involved in problematic social interactions during the value formation process. Thus, we adopted an explanatory sequential mixed-method design based on a text-mining algorithm, a non-parametric rho-Spearman, and a thematic qualitative analysis. We found that despite the kind of problematic social interactions, the same pattern of emotions appears but with different intensity. Also, value co-creation (VCC) and value no-creation (VNC) occur in a value co-destruction (VCD) context (peak of negative comments). This study contributes to the understanding of the impact of emotions in different kinds of problematic interactions and shows how correlated emotions affect the value formation outputs (VCC, VNC, and VCD) in the social media environment.