Lists
Lists
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.
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.
RARCS2023 -Ozuem_Willis_Ranfagni_Rovai.pdf - Accepted Version
Download (329kB) | Preview
 |
View Item |