Abstract
Purpose - Marketing literature views word-of-mouth (WOM) as unidirectional communication in which consumers transmit either positive or negative messages based on their consumption experiences. Becoming visible in online forums, however, are consumers who engage in WOM as part of interactions with other consumers. This article investigates a phenomenon frequently occurring in these interactions; consumers who defend companies and brands against others’ negative WOM. Design/methodology/approach - We investigated the online defense phenomenon in its natural setting using an online ethnography, known as a netnography. Findings - This study provides empirical evidence for the existence of six different defense styles, as well as details of the identified factors underlying consumers’ choices of defense styles. Moreover, our analysis highlights the different outcomes of various company- and brand defending behaviors and illustrates that this consumer phenomenon can be effective in preventing the spread of negative WOM or in mitigating its impact.Research limitations/implications - Future research could benefit from further testing the effectiveness of the various defense styles as well as investigating how to stimulate this important buffer against negative WOM. Practical implications - Companies are increasingly allocating resources to the monitoring of online conversations so as to be able to respond to criticisms in social media. Our findings indicate that other consumers frequently respond to these complaints before the companies do. These company- and brand defenders could replace some of the resources companies currently devote to social media. Originality/value - Our study identifies company and brand defending as a new WOM activity, thus extending the concept of WOM beyond praising and complaining. In addition, this study suggest that consumers who counter negative messages are not necessarily loyal, as previously assumed, but rather motivated by a sense of justice or a need for self-enhancement.
Purpose - Marketing literature views word-of-mouth (WOM) as unidirectional communication in which consumers transmit either positive or negative messages based on their consumption experiences. Becoming visible in online forums, however, are consumers who engage in WOM as part of interactions with other consumers. This article investigates a phenomenon frequently occurring in these interactions; consumers who defend companies and brands against others’ negative WOM. Design/methodology/approach - We investigated the online defense phenomenon in its natural setting using an online ethnography, known as a netnography. Findings - This study provides empirical evidence for the existence of six different defense styles, as well as details of the identified factors underlying consumers’ choices of defense styles. Moreover, our analysis highlights the different outcomes of various company- and brand defending behaviors and illustrates that this consumer phenomenon can be effective in preventing the spread of negative WOM or in mitigating its impact.Research limitations/implications - Future research could benefit from further testing the effectiveness of the various defense styles as well as investigating how to stimulate this important buffer against negative WOM. Practical implications - Companies are increasingly allocating resources to the monitoring of online conversations so as to be able to respond to criticisms in social media. Our findings indicate that other consumers frequently respond to these complaints before the companies do. These company- and brand defenders could replace some of the resources companies currently devote to social media. Originality/value - Our study identifies company and brand defending as a new WOM activity, thus extending the concept of WOM beyond praising and complaining. In addition, this study suggest that consumers who counter negative messages are not necessarily loyal, as previously assumed, but rather motivated by a sense of justice or a need for self-enhancement.
