AEMPS

The Impact of Negative Electronic Word-of-Mouth on Consumer Attitudes and Purchase Intentions

Author

Chunyu Chen * 1

1 King’s College London

Corresponding Author

Chunyu Chen

Keywords

Electronic Word-of-Mouth (eWOM), Luxury Brand Crisis, Consumer Attitudes, Brand Loyalty, Focus Group

Abstract

This study will explore the impact of negative electronic word-of-mouth (eWOM) on consumer attitudes and purchase intentions during the crisis of luxury brands. The main case study of the research is the Balenciaga advertising crisis of 2022. Under the framework of the qualitative research procedures, including focus group conversations and case study analysis, this paper explores the impacts of negative eWOM in fueling moral anger, by spreading virally through social media, and on consumer loyalty. The findings indicate that brand loyalty can partially defend against negative publicity, yet that a moral transgression can readily breach that defense, and that loyal customers become vocal critics. The research is relevant to the comprehension of brand immunity in crisis communication and offers management implications to luxury brands to control online image and customer confidence.

Citation

Chunyu Chen. The Impact of Negative Electronic Word-of-Mouth on Consumer Attitudes and Purchase Intentions. AEMPS (2026) Vol. 278: 1-12. DOI: 10.54254/2754-1169/2025.BL33951.

References

[1]: MajlesiRad, Z. and Haji pour Shoushtari, A. H. (2020). Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand. Future Business Journal, 6(1). https: //doi.org/10.1186/s43093-020-00025-w

[2]: Hennig-Thurau, T., Gwinner, K. P., Walsh, G. and Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), pp. 38–52.

[3]: Chevalier, J. A. and Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), pp. 345–354.

[4]: Erkan, I. and Evans, C. (2016). The influence of eWOM in social media on consumers' purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, pp. 47–55.

[5]: Cui, G., Liu, J. and Guo, X. (2015). Online consumer review and purchase intention: The role of perceived value. Journal of Internet Commerce, 14(1), pp. 42–63.

[6]: Lee, M. and Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), pp. 473–499.

[7]: Vigneron, F. and Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), pp. 484–506.

[8]: Eisingerich, A. B., Rubera, G., Seifert, M. and Bhardwaj, G. (2011). Doing good and doing better despite negative information? The role of corporate social responsibility in consumer resistance to negative brand information. Journal of Service Research, 14(1), pp. 60–75.

[9]: Aaker, J., Fournier, S. and Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), pp. 1–16.

[10]: Calder, B. J. (1977). Focus groups and the nature of qualitative marketing research. Journal of Marketing Research, 14(3), pp. 353–364.

[11]: Leung, F.-H. and Ratnapalan, S. (2009). Spotlight on focus groups. Canadian Family Physician, 55(2), p. 218.

[12]: Krueger, R. A. and Casey, M. A. (2015). Focus groups: A practical guide for applied research. 5th edn. Thousand Oaks, CA: Sage.

[13]: Van Noort, G. and Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), pp. 131–140.

[14]: Lim, H. Y. (2018). Catharsis affordance of social media in a brand crisis. University of Texas at Austin.

[15]: Hansen, N., Kupfer, A.-K. and Hennig-Thurau, T. (2018). Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands. International Journal of Research in Marketing, 35(4), pp. 557–574.

[16]: Halima, M. H., Li, Y., Ghani, U., Kiani, A. and Cynthia, A. (2021). Impact of online crisis response strategies on online purchase intention: The roles of online brand attitude and brand perceived usefulness. SAGE Open, 11(1). https: //doi.org/10.1177/21582440211003872

[17]: Nielsen, R. K., Fletcher, R., Newman, N., Brennen, J. S. and Howard, P. N. (2018). Navigating the "tricky terrain" of fake news. Oxford: Reuters Institute for the Study of Journalism.

[18]: Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3), pp. 163–176.

[19]: Casey, J. R., Huang, Y. and Chen, S. (2023). Consumer response journey following a product-harm crisis: The role of online brand communities. Journal of Consumer Behaviour, 23(2). https: //doi.org/10.1002/cb.2254

[20]: Antonetti, P., Baghi, I. and Valor, C. (2024). The mitigation of brand crises: Towards broader, deeper and more diverse research directions. Journal of Marketing Management, 40(3–4), pp. 183–189.

[21]: Zhang, S. (2024). Exploring the influence mechanism of brand crisis on consumer repurchase behavior. International Journal of Global Economics and Management, 3(3), pp. 234–240.

[22]: Iveson, A., Hultman, M., Davvetas, V. and Oghazi, P. (2022). Less speed more haste: The effect of crisis response speed and information strategy on the consumer–brand relationship. Psychology & Marketing, 40(2). https: //doi.org/10.1002/mar.21726

[23]: Xue, J., Liu, Y. and Wang, Y. (2024). Crisis response strategies and consumer trust recovery. Journal of Brand Strategy, 13(1), pp. 45–60.

[24]: Hegner, S. M., Fetscherin, M. and van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), pp. 13–25.

[25]: Caruso, S. (2022). A timeline of Balenciaga's ad campaign scandal. People, 2 December.

[26]: Patterson, C. (2022). Kylie Jenner addresses criticism for sharing new photos of son during Balenciaga controversy. People, 29 November.

Copyright © 2021 Eliwise Academy. Unless Otherwise Stated