How Persuasion and Moral Reactions Affect Negative Word-of-Mouth and Hatred Towards Firms in Social Media Firestorms

Authors

Tommy K.H. Chan, The University of ManchesterFollow
Winston Tong Su, Durham UniversityFollow
Meizhi Pan, Durham UniversityFollow
Gwen G. Z. Wei, Durham UniversityFollow
Ke Sun, Northumbria UniversityFollow

Recommended Citation

Chan, Tommy K.H.; Su, Winston Tong; Pan, Meizhi; Wei, Gwen G. Z.; and Sun, Ke, "How Persuasion and Moral Reactions Affect Negative Word-of-Mouth and Hatred Towards Firms in Social Media Firestorms" (2022). DIGIT 2022 Proceedings. 4.
https://aisel.aisnet.org/digit2022/4