Abstract
This study explores consumer resistance behavior in the social media era by examining the influence of emotional comments on such behavior through an eye-tracking experiment. Utilizing online comments from a popular social media platform, the research reveals that both positive and negative emotional comments relate to resistance intention and participation, subsequently affecting purchasing decisions. Product image contributes to resistance intention, while brand image has little effect. The study emphasizes managerial prompt action to address inappropriate behavior in resistance movements, by delineating differences between the product pre and post-improvement, and targeting young potential resistance groups with the brand's message before they join the movement.
| Original language | English |
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| Title of host publication | Proceedings of the 57th Annual Hawaii International Conference on System Sciences, HICSS 2024 |
| Editors | Tung X. Bui |
| Publisher | IEEE Computer Society |
| Pages | 4413-4421 |
| Number of pages | 9 |
| ISBN (Electronic) | 9780998133171 |
| State | Published - 2024 |
| Event | 57th Annual Hawaii International Conference on System Sciences, HICSS 2024 - Honolulu, United States Duration: 03 01 2024 → 06 01 2024 |
Publication series
| Name | Proceedings of the Annual Hawaii International Conference on System Sciences |
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| ISSN (Print) | 1530-1605 |
Conference
| Conference | 57th Annual Hawaii International Conference on System Sciences, HICSS 2024 |
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| Country/Territory | United States |
| City | Honolulu |
| Period | 03/01/24 → 06/01/24 |
Bibliographical note
Publisher Copyright:© 2024 IEEE Computer Society. All rights reserved.
Keywords
- Brand image
- Consumer resistance
- Online comments
- Purchasing behavior
- resistance intention