Consequences of Irritating Brand Behavior on Social Media: Examining Negative Consumer Sentiment
Keywords:
Brand Avoidance; Brand Hate; Brand Revenge; Communication Strategy; Perceived IrritationAbstract
Previous studies commonly examined the positive aspects of consumer-brand relationships and positive reactions toward brands. Specifically, fewer researchers have explored negative consumer sentiment toward brands on social networking sites (SNSs). The current study attempts to fill this knowledge gap. It aims to explore the effect of firms’ irritating brand behaviors on SNSs on consumers’ anti-brand behaviors through their negative feelings i.e., perceived irritation and brand hate. This study used mixed-method research including qualitative interviews and a quantitative survey. The findings indicated that irritating brand behaviors on SNSs significantly develop consumers’ negative sentiments including irritation and hateful feelings. Consequently, consumers engage in anti-brand behaviors i.e., brand avoidance and revenge behavior. The study encourages practitioners to design communication strategies on social media platforms in a way in which consumers’ negative feelings are minimized.
References
Aaker, D. A., & Bruzzone, D. E. (1985). Causes of irritation in advertising. Journal of Marketing, 49(Spring), 47-57.
Ajiboye, T., Harvey, J., & Resnick, S. (2019). Customer engagement behavior on social media platforms: A systematic literature review. Journal of Customer Behavior, 18(3), 239-256.
Alavia, M., Archibald, M., McMaster, R., Lopez, V., & Cleary, M. (2018). Aligning theory and methodology in mixed methods research: Before design theoretical placement. International Journal of Social Research Methodology, 21(5), 527-540.
Alwreikat, A. A. M., & Rjoub, H. (2020). Impact of mobile advertising wearout onconsumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis. South African Journal of Business Management, 51(1), 1-11.
Awasthi, B., & Mehta, M. (2020). Anti-branding: Positive and negative effects on consumer perception of generation Y and Z with special reference to Maggi Noodles in India. The IUP Journal of Brand Management, 17(3), 7-22.
Babbie, E. (2010). The practice of social research. International Edition. Wadsworth, Cengage Learning.
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The roles of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
Bagozzi, R. P., & Yi, Y. (2012). Specification, evaluation, and interpretation of Structural equation models. Journal of the Academy of Marketing Science, 40(1), 8-34.
Berkowitz, L. (2000). Causes and consequences of feelings. Cambridge University Press.
Berndt, A., Petzer, D. J., & Mostert, P. (2019). Brand avoidance – a services perspective. European Business Review, 31(2), 179-196.
Brechman, J., Bellman, S., Robinson, J. A., Rask, A., & Varan, D. (2016). Limited-Interruption advertising in digital-video content: An analysis compares the effects of ‘Midroll’ versus ‘Preroll’ spots and clutter advertising. Journal of advertising research, 56(3), 289–298.
Bryson, D., Atwal, G., Hultén, P., & Heine, K. (2021). Antecedents of luxury brand hate: Aquantitative study. Strategic Change, Wiley, 35-43.
Campbell, C., Thompson, F. M., Grimm, P. E., & Robson, K. (2017). Understanding whyconsumers don’t skip pre-roll video ads. Journal of Advertising, 46(3), 411–423.
Cherrier, H., Black, I. R., & Lee, M. S. W. (2011). Intentional non-consumption for sustainability: Consumer resistance and/or anti-consumption? European Journal of Marketing, 45(11/12), 757-1767.
Churchill, G. A. (1995). Marketing research (6th ed). The Dryden Press.
Dalli, D., Grappi, S., Romani, S., & Gistri, G. (2007). The brand dislike construct: Scale development and application to actual brands. Advances in Consumer Research, 34, 680-681.
Datareportal (2021). Digital 2021: Thailand. https://datareportal.com/reports/digital-2021-thailand.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Fetscherin, M. (2019). The five types of brand hate: How they affect consumer behavior. Journal of Business Research, 101, 116-127.
Grappi, S., Romani, S., & Bagozzi, R. P. (2013). Consumer response to corporate irresponsible behavior: Moral emotions and virtues. Journal of Business Research, 66(10), 1814-1821.
Grégoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17, 31–46. https//doi.org/10.1007/s11002-006-3796-4
Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(November 2009), 18-32.
Guest, G., Bunce, A. & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82.
Hair, J. F .Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010).Multivariate data analysis. Pearson Education, Inc.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis - A regression-based approach. New York, NY: Guildford Press.
Hoelter, D. R. (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods and Research, 11(3), 325-344.
Hogg, M. K. (1998). Anti-constellations: Exploring the impact of negation on consumption. Journal of Marketing Management, 14(1-3), 133-158.
Hsieh, H.-F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288.
Huettman, E. (1993). Using triangulation effectively in qualitative research. The Bulletin, September, 42.
Johnson, A. R., Matear, M., & Thomson M. (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108– 125.
Johnson, R. B., Onwuegbuzie, A. J., & Turner, L. A. (2007). Toward a definition of mixed methods research. Journal of Mixed Methods Research, 1(2), 112–133.
Kavaliauskė, M., & Simanavičiūtė, E. (2015). Brand avoidance: Relations between brand-related stimuli and negative emotions. Organizations and Markets in Emerging Economies, 6(1), 44-77.
Kline, R. B. (2005). Principles and practice of structural equation modeling. New York, NY: Guilford.
Knittel, Z., Beurer, K., & Berndt, A. (2016). Brand avoidance among generation Y consumers. Qualitative Market Research: An International Journal, 19(1), 27-43.
Kohli, H. S., Khandai S., Yadav, R., & Kataria, S. (2021). Brand love and brand hate: Integrating emotions into brand-related experiences and loyalty. Journal of International Commerce, Economics and Policy, 12(2), 1-25.
Kotler, P., &Armstrong, G. (2018). Principles of Marketing (17th ed). Pearson Education Ltd.
Kucuk, S. U. (2008). Negative double jeopardy: The role of anti-brand sites on the internet. Journal of Brand Management, 15, 209–222.https//doi.org/10.1057/palgrave.bm.255 0100
Kucuk, S. U. (2016). Brand hate: Navigating consumer negativity in the digital world, Springer.
Kucuk, S. U. (2021). Developing a theory of brand hate: Where are we now?. Strategic Change, 30, 29–33.
Kujur, F. & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2), 184-197.
Laros, F. J. & Steenkamp, J. B. E. (2005). Emotions in consumer behavior: A hierarchical approach. Journal of Business Research, 58(10), 1437-1445.
Latham, G. & Saari, L. M. (1984). Do people do what they say? Further studies on the situational interview. Journal of Applied Psychology, 69(4), 422-427.
Lee, M. S. W., Egea, J. M. O., & de Frutos, N. G. (2020). Anti‐consumption beyond boundaries: From niche topic to global phenomena. Psychology Marketing, 37, 171-176.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising:The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. https//doi.org/doi:10.1016/j.ijinfomgt. 2016.01.001
Levene, H. (1960). Robust tests for equality of variances. In: Olkin, I., Ed., Contributions to probability and statistics, Stanford University Press, 278-292.
Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology, 86(1), 114-121.
MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing, 88, 542–55.
Malhotra, N. K., Kim, S. S., & Patil, A. (2006). Common method variance in IS Research: A comparison of alternative approaches and a reanalysis of past research. Management Science, 52 (12), 1865-1883.
Marshall, C., & Rossman, G. B. (2006). Designing qualitative research (4th ed). Sage Publications, Inc.
Marshall, M. N. (1996). Sampling for qualitative research. Family Practice, 13(6), 522-526.
Mdakane, S., Muhia, A., Rajna, T., & Botha, E. (2012). Customer relationship satisfaction and revenge behaviors: Examining the effects of power. African Journal of BusinessManagement, 6(39), 10445-10457.
Morimoto, M., & Chang, S. (2006). Consumers’ attitudes toward unsolicited commercial E-mail and postal direct mail marketing methods: Intrusiveness, perceived loss of control, and irritation. Journal of Interactive Advertising, 7(1), 1-11.
Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-aversion (AA) model of customer-brand relationships. Journal of Consumer Psychology, 23, 229-248. https:// doi.org/10.1016/j.jcps.2013.01.002
Patton, M. Q. (1999). Enhancing the quality and credibility of qualitative analysis. Health Sciences Research, 34, 1189–1208.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
Rau, P. L. P., Zhou, J., Chen, D., & Lu, T. P. (2014). The influence of repetition and time pressure on effectiveness of mobile advertising messages. Telematics and Informatics, 31(3), 463–476.
Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects. International Journal of Research in Marketing, 29(1), 55-67.
Sakulsinlapakorn, K., & Zhang, J. (2019). When love-becomes-hate effect happens: An empirical study of the impact of brand failure severity upon consumers negative responses. Academy of Marketing Studies Journal, 23(1), 1-22.
Shin, J., Chae, H., & Ko, E. (2018). The power of e-WOM using the hashtag: Focusing on SNS advertising of SPA brands. International Journal of Advertising, 37(1), 71-85.
Sternberg, R. J. (2003). A duplex theory of hate: Development and application to terrorism, massacres, and genocide. Review of General Psychology, 7(3), 299-328.
Stricker, K. (2021). Irritating Social Media Strategies That Brands Should Avoid. https://www. mysocialmotto.com/annoying-social-media-behaviors-every-brand-should-avoid/
Thota, S. C. (2004). What irritates consumers? An empirical examination of the antecedents and consequences of consumer irritation. [Doctoral dissertation]. Faculty of the Louisiana State University and Agricultural and Mechanical College.
Thota, S. C. (2012). A resolution model of consumer irritation consequences and company strategies: Social networking and strategy implications. Journal of Applied Business and Economics, 13(4), 114-124.
Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), 546–562. https://doi.org/10.1509/jmr.10.0355
Tuhin, K. W. (2019). Consumers brand hate and anti-brand actions. Jahangirnagar University Journal of Marketing (JUJM), 7, 15-25.
Vaismoradi, M., Turunen, H., & Bondas, T. (2013). Content analysis and thematic analysis: Implications for conducting a qualitative descriptive study. Nursing and Health Sciences, 15, 398-405.
Vishnoei, M., & Joshi, P. (2011). Brand irritation a roadblock to business excellence in marketing perspective. Conference: Managing Excellence for Emerging Global Paradigm in Business and Technology, 4(1), 1-15.
Yuan, Y., & Lei, M. (2017). The negative effect of brand attachment: How attachment styles help explain anti-brand behavior. Open Journal of Business and Management, 5, 141-148.
Zait, A., & Bertea, P. E. (2011). Methods for testing discriminant validity. Management & Marketing, 9(2), 217-224.
Zarantonello, L., Romani, S., Grappi S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product and Brand Management, 25(1), 1-42.
Zhang, C., & Laroche, M. (2021). Brand hate: A multidimensional construct. Journal of Product and Brand Management, 30(3), 392-414. https://doi.org/10.1108/JPBM-11-2018-2103.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Creative Business and Sustainability Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Opinions and discussions in papers published by the Creative Business and Sustainability Journal (CBSJ) are deemed as personal opinions and the responsibility of the writers. They are not the opinions or responsibility of the Chulalongkorn Business School of Chulalongkorn University.
Papers, content, information etc. appearing in the Journal are deemed to be the copyright property of the Chulalongkorn Business School of Chulalongkorn University. Anybody or any organization that wishes to publish any part of them or use them in any way must obtain written permission from the Chulalongkorn Business School, Chulalongkorn University.
