...Minh Hoa Nguyen; Thi Tuyet Mai Nguyen; Thi Dong Do Purpose Drawing on marketing ethics literature, this paper explores the effects of cultural factors on the intention to spread negative word-of-mouth (NWOM) on social networking sites (SNS) via ethical evaluations. In addition, this study examines...

... WOM. We draw on self-affirmation theory to address the gap in theoretical explanations for defensive WOM. This contributes to the literature on self-identity and WOM research by showing that consumers defend their identities through WOM communication. Negative word-of-mouth Brand connection...

...Hsiang-Ming Lee; Tsai Chen; Yu-Shan Chen; Wei-Yuan Lo; Ya-Hui Hsu Purpose The purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM). Design/methodology/approach This study conducted...