Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

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

Published: September 22, 2021


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


value; interactions; emotios


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.