Analysis of Factors Influencing Negative e-Word of Mouth in Online Social Media Marketing

Abstract

The advent of online social media (OSM) marketing necessitates further examination of existent studies on the negative word of mouth (NWOM). Earlier studies have focused mostly on the effect of consumption of NWOM. The present research paper, on the other hand, strives to find out the influence of various factors that may motivate users of the OSM to propagate NWOM through these platforms. The results of the study confirm that external motivation factor -- Deal Proneness - significantly induces electronic NWOM (e-NWOM). Also, the moderation effect of Deal Proneness on the relationship between N-eWOM and the factors influencing e-NWOM is discussed.