Influences of Emotion and Negative Online Word-Of-Mouth (WoM) on Nissan Motor Co., Ltd.
DOI:
https://doi.org/10.54691/bcpbm.v31i.2593Keywords:
Emotion; Negative Online Word-Of-Mouth; Advertisements.Abstract
Emotion, defined as one’s conscious mental reaction to an object or event, is heavily responsible for the majority of our actions, it also leads to the sharing of information that one has strong feelings for, hence resulting in either positive or negative word-of-mouth. This research aims to assess the impact of emotion and how it generates word-of-mouth online and its impacts on study, the automobile manufacturer, Nissan Motor Co., Ltd. was examined, more specifically, one advertisement of the Infiniti brand under it. Both financial data and marketing sales data were analyzed to observe the extent to which negative word-of-mouth impacts a company. In addition to this, previous research articles on the topics of ‘emotion’ and ‘advertisement’ were also gathered and studied.
Downloads
References
Arruda Filho, E. J. M., & Barcelos, A. D. A. (2020). Negative Online Word-of-Mouth: Consumers’ Retaliation in the Digital World. Journal of Global Marketing, 34 (1), 19 – 37. https://doi.org/10.1080/08911762.2020.1775919.
Statista. (2022, August 9). Advertising spending of selected automobile manufacturers in the U.S. 2021. https://www.statista.com/statistics/261767/advertising-spending-of-selected-automobile-manuf acturers-in-the-us/.
Cox Automotive Analysis: Nissan’s Quarterly U.S. Market Performance. (2022, May 11). Cox Automotive Inc. https://www.coxautoinc.com/market-insights/cox-automotive-analysis-nissan-quarterly-u-s-mar ket-performance-q4-fy2022/.
Shah, A. M., Zahoor, S. Z., & Qureshi, I. H. (2019). Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships. Journal of Global Marketing, 32 (2), 93 – 115. https://doi.org/10.1080/08911762.2018.1497243.
Page, T. J., Thorson, E., & Heide, M. P. (1990). The memory impact of commercials varying in emotional appeal and product involvement. Emotion in advertising, 255 - 268.
Luk, S. T., Chan, W. P., & Li, E. L. (2002). The Content of Internet Advertisements and its Impact on Awareness and Selling Performance. Journal of Marketing Management, 18 (7–8), 693 – 719. https://doi.org/10.1362/0267257022780688.
Otamendi, J. F. (2020). The Emotional Effectiveness of Advertisement. Frontiers. https://www.frontiersin.org/articles/10.3389/fpsyg.2020.02088/full#ref46.
Chung, A., & Lee, K. B. (2019). Corporate Apology After Bad Publicity: A Dual-Process Model of CSR Fit and CSR History on Purchase Intention and Negative Word of Mouth. International Journal of Business Communication, 59(3), 406–426. https://doi.org/10.1177/2329488418819133.
Zhao, X., Tan, J., & Zhong, S. (2022). The trade-off between corporate social responsibility and competitive advantage: a biform game model. Technological and Economic Development of Economy, 28 (2), 463 – 482. https://doi.org/10.3846/tede.2022.16321.
GILDIN, S. Z. (2003). Understanding the Power of Word-of-Mouth. RAM. Revista de Administerial Mackenzie, 4(1), 92–106. https://doi.org/10.1590/1678-69712003/administracao.v4n1p92 - 106.
Downloads
Published
Issue
Section
How to Cite
