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Role of affect in marketplace rumor propagation

Role of affect in marketplace rumor propagation Rumors about products and brands are common occurrence in the marketplace. Often these rumors are shared among consumers using the word of mouth channel. The spread of these rumors is fast and can lead to significant consequences to products and brands. The purpose of this paper is to explore the dynamics of such rumor sharing behavior among consumers. Specifically, this paper investigates the role of positive affect and negative affect in rumor sharing behavior. Three key rumor characteristics (valence, involvement and credibility) are explored as antecedents to positive affect and negative affect.Design/methodology/approachThe paper collects data from 236 respondents using Amazon MTurk, and conducts a PLS–SEM analysis to explore the role of positive affect and negative affect in rumor sharing contexts.FindingsBoth positive affect and negative affect were found to be significant factors leading to rumor sharing, furthermore positive affect was found to have a stronger influence on rumor sharing as compared to negative affect. The study also delineates the role of valence, involvement and credibility in rumor sharing scenarios, all of which have a strong role in shaping positive affect and negative affect.Originality/valueThe study is novel in using cognitive appraisal theory to illustrate the formation of positive affect and negative affect in rumor encounters. The study conclusively illustrates the role of cognitive appraisal and emotional experiences in the rumor propagation context, and advances the marketing scholarship’s understanding significantly. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Role of affect in marketplace rumor propagation

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-07-2018-0254
Publisher site
See Article on Publisher Site

Abstract

Rumors about products and brands are common occurrence in the marketplace. Often these rumors are shared among consumers using the word of mouth channel. The spread of these rumors is fast and can lead to significant consequences to products and brands. The purpose of this paper is to explore the dynamics of such rumor sharing behavior among consumers. Specifically, this paper investigates the role of positive affect and negative affect in rumor sharing behavior. Three key rumor characteristics (valence, involvement and credibility) are explored as antecedents to positive affect and negative affect.Design/methodology/approachThe paper collects data from 236 respondents using Amazon MTurk, and conducts a PLS–SEM analysis to explore the role of positive affect and negative affect in rumor sharing contexts.FindingsBoth positive affect and negative affect were found to be significant factors leading to rumor sharing, furthermore positive affect was found to have a stronger influence on rumor sharing as compared to negative affect. The study also delineates the role of valence, involvement and credibility in rumor sharing scenarios, all of which have a strong role in shaping positive affect and negative affect.Originality/valueThe study is novel in using cognitive appraisal theory to illustrate the formation of positive affect and negative affect in rumor encounters. The study conclusively illustrates the role of cognitive appraisal and emotional experiences in the rumor propagation context, and advances the marketing scholarship’s understanding significantly.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Aug 14, 2019

Keywords: Emotions; Affect; PLS–SEM; Word of mouth; Rumor; Cognitive appraisal theory

References