Exploring the relationships between social media influencers and service failure recovery process: views from social influence and commitment-trust theories

Ozuem, Wilson, Willis, Michelle, Ranfagni, Silvia and Rovai, Serena (2022) Exploring the relationships between social media influencers and service failure recovery process: views from social influence and commitment-trust theories. In: 29th International Conference on Recent Advances in Retailing and Consumer Science, 24–27 July 2023, Lyon, France.

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Abstract / Description

Prior research has advanced several explanations for social media influencers’ (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies. Drawing on a social constructivist perspective, and employing social influence theory (SIT) and commitment-trust theory (CTT), 58 semi-structured interviews were conducted with millennials from three European countries (Italy, France and the United Kingdom). Four themes emerged conceptualising millennials perspectives of SMIs’ role in the service failure recovery process.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Social Media Influencers; Service Failure and Recovery; Social Influence Theory; Commitment-Trust Theory; Social Constructivism; Qualitative
Subjects: 300 Social sciences
300 Social sciences > 380 Commerce, communications & transportation
Department: Guildhall School of Business and Law
Depositing User: Michelle Willis
Date Deposited: 25 Jan 2024 09:59
Last Modified: 25 Jan 2024 09:59
URI: https://repository.londonmet.ac.uk/id/eprint/9088

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