Purpose – The purpose of this paper is to investigate if brand might affect consumers’ response to replacing size-zero models (SM) with average-sized models (AM) in advertising and how individuals’ psychological states might underlie consumers’ reactions. Design/methodology/approach –...

Purpose: This research investigates whether and how perceived firm remorse (PFR) influences consumers’ coping behaviors in the digital media service recovery context. It also examines how an apology should be delivered to generate PFR. Design/methodology/approach: In Study 1, 452 mobile...

Purpose: Understanding how to develop users’ word of mouth to promote a virtual community (VC) is an important issue in VC management. The purpose of this paper is to investigate the factors that lead to VC participation and promotion from a social influence perspective....

Using mature computing technologies, firms are able to obtain consumer network data more easily now than ever before. Although marketers are interested in social networks for WOM marketing, they previously ignored the importance of understanding network structures (Van den Bulte & Wuyts, 2007)....

This study proposes a model to explain how web site characteristics influence customer e-loyalty and positive word-of-mouth (WOM) via relationship quality (trust, satisfaction, and commitment) in business-to-business e-commerce. Three hundred and twelve online services users of the Market...

This research proposes and empirically tests a customer switching intentions model from a disconfirmation perspective in a service failure and recovery context. Specifically, the research examines how initial (discrepancy between service failure expectation and service performance) and recovery...

This research examines the role of post-purchase recovery initiatives in offsetting the negative effect of a dissatisfactory product experience. Experiment 1 explores the effect of counterfactual thinking, a mental simulation process of reflecting upon past events and generating alternative...