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| Negative Network Rumor and Brand Adoration: The Role of Brand Word-of-Mouth and Communication Skills |
| LI Jing1, ZHOU Jianming2 |
1.Information Center for Social Science, Renmin University of China
2.School of Business Administration, Guangdong University of Finance & Economics |
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Abstract: This paper makes an empirical study on the relationship between negative online rumors and consumer brand adoration, and it also explores the mediating and regulating role of brand word-of-mouth and communication skills in the above relationship. The research takes the brand managers of 211 brand clothing enterprises in Guangzhou as the empirical research object. Through the hierarchical regression analysis of the questionnaire data, it is found that: (1)negative online rumors will not only directly and negatively affect consumers' brand adoration of enterprises, but also negatively affect the brand word-of-mouth of enterprises, and then have a negative impact on consumers' brand adoration. Brand word-of-mouth plays a partially intermediary role in the relationship between negative online rumors and consumer brand adoration; (2)enterprise brands with strong communication skills are better able to resist the impact of negative online rumors. Compared with enterprises with low communication skills, consumers of enterprises with high communication skills are less likely to reduce their adoration of the original consumer brands because of negative online rumors.
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Received: 25 October 2022
Published: 15 January 2023
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2023, Vol. 43 
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