From 28th to 31st May 2024, the 53rd annual conference of the European Marketing Academy (EMAC) took place in Bucharest, Romania. This significant conference gathers researchers from around the world each year to discuss the latest developments and insights in the field of marketing. The three days of the conference were packed with exciting paper presentations, poster exhibitions, special sessions, workshops, and meet-the-editor sessions featuring representatives from renowned academic journals.

This year, the Department of Marketing & Sales from CAMPUS 02 University of Applied Sciences was also represented at the EMAC. Amidst nearly 1,000 participants, Dr. René Hubert Kerschbaumer presented two of our current research projects. This opportunity provided us with a valuable platform to share our research findings with an international audience and receive insightful feedback.

Presentation on the study: “Whirlwind warnings: Factors driving consumers to engage in negative eWOM towards brand activism on social media.”

Ursula Haas-Kotzegger, Elena Wibmer, Dietmar Kappel, René Hubert Kerschbaumer

Dr. René Hubert Kerschbaumer presented the study “Whirlwind warnings: Factors driving consumers to engage in negative eWOM towards brand activism on social media” at EMAC 2024 on behalf of his co-authors.

In an increasingly polarised world, more and more brands are engaging in brand activism by taking a stance on social and political issues such as racial equality, LGBTIQA+, and diversity. These initiatives provoke a variety of reactions, particularly on social media platforms like YouTube. Negative responses can pose a significant risk for brands, as negative emotions can spread quickly and potentially cause substantial damage. But what drives consumers to engage in negative eWOM (electronic word of mouth)? This study addresses exactly that question.

In a qualitative content analysis of over 2,600 YouTube comments on large-scale brand activism campaigns, the driving factors behind negative eWOM intentions were analysed. The results show that three main dimensions influence the rejection of brand activism: consumer-related factors, company-related factors, and channel-related factors.

• Consumer-related factors:
  Some users wish to warn others or connect with like-minded individuals in online communities. Personal beliefs and values play an important role here and often lead to strong emotional reactions.
• Company-related factors:
  Negative eWOM can arise when brand values do not align with actual business practices or when the company is perceived as unqualified to comment on certain issues.
• Channel-related factors:
  Users criticise the deletion of critical comments and view this as a restriction of freedom of speech.

The study provides both practitioners and researchers with a better understanding of the factors that influence the intention for negative eWOM. This enables companies to make informed decisions and avoid potential pitfalls when addressing socio-political issues.

Poster for the study: „Breaking the taboo: The role of online reviews for the adoption of online mental health services“

René Hubert Kerschbaumer, Alice Danglmaier, Silvia Geier, Dietmar Kappel 

E-mental health services, such as psychological online counselling, offer promising support options due to their easy access. Nevertheless, usage rates could be higher, as potential users often still have concerns about privacy or fear of stigma.

The poster presentation examined this topic from an online marketing perspective and investigated the extent to which electronic word-of-mouth in the form of online reviews influences the intention to use these services.

Link to poster download