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.
DownloadThe accelerated pace of digitalization has fundamentally reshaped social interactions, commerce, and communication, yet it has simultaneously exposed individuals to a wide range of cyber threats. Security applications (apps) have therefore emerged as indispensable tools. However, despite sustained market expansion, consumer willingness to pay for dedicated security and crisis-help applications remains uneven across segments and contexts. This study integrates perspectives from psychology, information systems, and marketing to propose hypotheses on factors influencing consumer willingness to purchase security apps. We empirically test these hypotheses using data from 129 valid questionnaires from a user intention survey for a crisis-help app. The results indicate that situational factors (e.g., personal crisis experiences) and marketing communication (e.g., authoritative endorsements and real user cases) both significantly increase consumers' purchase intention. The theoretical contribution of this study is that it bridges disparate domains of cybersecurity, consumer behavior, and marketing research, suggesting that security consumption is not merely a rational utility-driven act but also a socially constructed and emotionally charged decision. Practically, the findings highlight the need for a holistic strategy: app developers must balance usability with transparency to build trust, while marketers should design communication campaigns that combine fear appeals with trust-building narratives to appeal to diverse audience segments.
Download