Staff View: Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness

Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness

Purpose This study aims to investigate the impact of consumer advocacy on community usefulness and brand avoidance. Moreover, the study scrutinizes the mediating role and impact of organizational feedback/response and moderating role of information credibility. Design/methodology/approach The explan...

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Main Authors:	Abro, M. A., Baharun, R., Zubair, A.
Format:	Article
Published:	Emerald Publishing Limited 2020
Subjects:	HF Commerce
Online Access:	http://eprints.utm.my/id/eprint/87495/ http://www.dx.doi.org/10.1108/BL-12-2019-0133
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id	my.utm.87495
record_format	eprints
spelling	my.utm.874952020-11-08T04:05:09Z http://eprints.utm.my/id/eprint/87495/ Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness Abro, M. A. Baharun, R. Zubair, A. HF Commerce Purpose This study aims to investigate the impact of consumer advocacy on community usefulness and brand avoidance. Moreover, the study scrutinizes the mediating role and impact of organizational feedback/response and moderating role of information credibility. Design/methodology/approach The explanatory and cross-sectional research design was used in the study. Primary data were collected from broadband internet users and 249 responses gathered across the country. The study sample comprises of individuals sharing unfavorable service experiences on social media. Findings The key findings of the study highlight that consumer advocacy is a type of complaining method, which is used to help other society members; hence, there is a strong relationship among consumer’s advocacy and society’s usefulness. Brand avoidance is the outcome of stronger reactions by consumer advocates and through efficient organizational feedback, the impact of advocacy can be mitigated. Moreover, the study found that effective organizational explanations can be a useful remedy to brand avoidance. Furthermore, the research revealed that information credibility does not moderate the relationship between consumer advocacy and brand avoidance. Practical implications The study findings will help practitioners in determining effective strategies to restrict and control brand avoidance. Originality/value The social side of consumer argumentative behavior is still an under-research area, which is addressed in the paper. This is the unique study, which explores the mediating impact of organizational feedback on consumer advocacy, brand avoidance and usefulness for society in the implicit perspective. Emerald Publishing Limited 2020 Article PeerReviewed Abro, M. A. and Baharun, R. and Zubair, A. (2020) Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness. The Bottom Line, 33 (2). ISSN 0888-045X http://www.dx.doi.org/10.1108/BL-12-2019-0133 DOI: 10.1108/BL-12-2019-0133
institution	Universiti Teknologi Malaysia
building	UTM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Malaysia
content_source	UTM Institutional Repository
url_provider	http://eprints.utm.my/
topic	HF Commerce
spellingShingle	HF Commerce Abro, M. A. Baharun, R. Zubair, A. Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness
description	Purpose This study aims to investigate the impact of consumer advocacy on community usefulness and brand avoidance. Moreover, the study scrutinizes the mediating role and impact of organizational feedback/response and moderating role of information credibility. Design/methodology/approach The explanatory and cross-sectional research design was used in the study. Primary data were collected from broadband internet users and 249 responses gathered across the country. The study sample comprises of individuals sharing unfavorable service experiences on social media. Findings The key findings of the study highlight that consumer advocacy is a type of complaining method, which is used to help other society members; hence, there is a strong relationship among consumer’s advocacy and society’s usefulness. Brand avoidance is the outcome of stronger reactions by consumer advocates and through efficient organizational feedback, the impact of advocacy can be mitigated. Moreover, the study found that effective organizational explanations can be a useful remedy to brand avoidance. Furthermore, the research revealed that information credibility does not moderate the relationship between consumer advocacy and brand avoidance. Practical implications The study findings will help practitioners in determining effective strategies to restrict and control brand avoidance. Originality/value The social side of consumer argumentative behavior is still an under-research area, which is addressed in the paper. This is the unique study, which explores the mediating impact of organizational feedback on consumer advocacy, brand avoidance and usefulness for society in the implicit perspective.
format	Article
author	Abro, M. A. Baharun, R. Zubair, A.
author_facet	Abro, M. A. Baharun, R. Zubair, A.
author_sort	Abro, M. A.
title	Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness
title_short	Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness
title_full	Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness
title_fullStr	Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness
title_full_unstemmed	Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness
title_sort	information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness
publisher	Emerald Publishing Limited
publishDate	2020
url	http://eprints.utm.my/id/eprint/87495/ http://www.dx.doi.org/10.1108/BL-12-2019-0133
_version_	1683230774411657216
score	13.211869

Information credibility and organizational feedback: a solution to plethora of customer advocacy, brand avoidance and community usefulness

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