...Jing Yang; Juan Mundel Purpose This study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e. compensation and causal attribution) and brand type (i.e. full-service vs low-cost...

... influence of positive eWOM. Design/methodology/approach A quantitative study in Germany was conducted. In the two-part experimental setting, first, a factorial repeated-measures between-subjects design was used in which the types of negative eWOM have been manipulated. The second part is characterized...