"Scapegoat" for Offline Consumption: Online Review Response to Social Exclusion.

ABSTRACT: Previous research has mostly focused on Internet use behaviors, such as usage time of the Internet or social media after individuals experienced offline social exclusion. However, the extant literature has ignored online response behaviors, such as online review responses to social exclusion. To address this gap, drawing on self-protection and self-serving bias, we proposed three hypotheses that examine the effect of offline social exclusion on online reviews, which are verified by two studies using different simulating scenarios with 464 participants. The results show that when individuals are socially excluded offline, regardless of where the exclusion comes from (businesses or peers), they will be more likely to give negative online reviews. In addition, brand awareness moderates the ef

SUBMITTER: Liang S 

PROVIDER: S-EPMC8674422 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature