Assessing the Effect of Emotions on Online Word of Mouth and Retention

This project aims two answer two research questions. First, we respond to nearly 15 years of call for research to understand how word of mouth communication is used in B2B settings. Specifically, we conduct a qualitative research to identify what drives B2B customers to get engaged in online word of mouth communication. Second, we examine how emotions expressed in written interactions between B2B customers and suppliers affect customers’ engagement in online word of mouth communication and customer retention. We test the effect by using the organization partner’s archival data and using a statistical model. Findings from this project will add to the literature of word of mouth communication in B2B contexts and literature of emotions. For the partner organization, this research helps them to choose the effective strategies to handle customers’ interactions when emotions are expressed and to encourage customers to get engaged in online word of mouth communication.

Faculty Supervisor:

Sandeep Arora

Student:

Partner:

Bold Innovation Group

Discipline:

Business

Sector:

Information and cultural industries

University:

University of Manitoba

Program: