Purpose

Consumer brand relationship literature has recently seen a surge of studies on brand hate, its antecedents and outcomes. Hate alone will not drive consumers to engage in negative electronic word-of-mouth (eWOM) and indicates the interplay of other social relationship factors that can strengthen the effect of brand hate on negative eWOM. The purpose of this study is to integrate the emerging concept of brand hate and perceived social media power with the theory of planned behavior (TPB) to expand the understanding of negative eWOM.

Design/methodology/approach

Data is collected through a survey conducted among university students based in the National Capital Region of Delhi in India. The research model is empirically tested using structural equation modeling in AMOSv23.

Findings

The three TPB dimensions, including brand attitude, subjective norms and individual’s propensity to anthropomorphize, are found to influence brand to hate significantly. The other perceived control factors included in the model, perceived homophily and social media self-efficacy, were found to affect perceived social media power, which, in turn, is crucial in predicting consumers’ engagement in negative eWOM behavior, both directly and through interaction with brand hate.

Originality/value

The study contributes to brand hate literature and offers a novel perspective by advocating the role of consumers’ propensity to anthropomorphize in augmenting feelings of brand hate.

中文翻译：

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表达我仇恨的力量！探索品牌仇恨和感知社交媒体力量对负面 eWOM 的影响

目的

消费者品牌关系文献最近看到了大量关于品牌仇恨、其前因和结果的研究。仇恨本身不会驱使消费者参与负面的电子口碑（eWOM），并表明其他社会关系因素的相互作用可以加强品牌仇恨对负面电子口碑的影响。本研究的目的是将新兴的品牌仇恨概念和感知的社交媒体权力与计划行为理论 (TPB) 相结合，以扩大对负面 eWOM 的理解。

设计/方法/方法

数据是通过在印度德里国家首都地区的大学生中进行的一项调查收集的。该研究模型使用 AMOSv23 中的结构方程建模进行了经验测试。

发现

品牌态度、主观规范和个人拟人化倾向三个TPB维度对品牌仇恨有显着影响。模型中包含的其他感知控制因素，感知同质性和社交媒体自我效能，被发现会影响感知的社交媒体力量，这反过来对于预测消费者直接或通过互动参与负面 eWOM 行为至关重要与品牌仇恨。

原创性/价值

该研究有助于品牌仇恨文学，并通过倡导消费者拟人化倾向在增强品牌仇恨感中的作用提供了一个新颖的视角。