Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement

Yuan, Denghua, Lin, Zhibin, Filieri, Raffaele, Liu, Ran and Zheng, Mengqin (2020) Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115. pp. 38-47. ISSN 0148-2963

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Official URL: https://doi.org/10.1016/j.jbusres.2020.04.044

Abstract

This research examines the influence of consumer online brand community engagement (OBCE) at a time of product-harm crisis on consumers’ cognitive responses and behavioral reactions toward the affected brand’s super-recovery effort. Data were collected from members of Samsung’s online brand community in China during the brand’s Galaxy Note 7 battery crisis. The results show that OBCE has a direct as well as indirect effect on repurchase intention through the mediation of consumer forgiveness. In contrast, brand super-recovery effort has a weak direct effect on repurchase intention, and its effect is mainly indirect through consumer forgiveness. The findings suggest that higher levels of consumer brand engagement and forgiveness can offset the negative consequences of brand scandals, highlighting the importance of fostering customer engagement in the brand’s online communities. The findings have important implications for both theory and practice.

Item Type: Article
Uncontrolled Keywords: Online brand community engagement, Forgiveness, Product-harm crisis, Crisis management, Social media, China
Subjects: N100 Business studies
N500 Marketing
N800 Tourism, Transport and Travel
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 07 May 2020 08:12
Last Modified: 07 May 2020 08:15
URI: http://nrl.northumbria.ac.uk/id/eprint/43032

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