How anti-brand activism generate from negative online word of mouth on customer-run communities: the moderating role of physical discomfort

The rising power of social media is undeniable in brands' health and consumers' confidence. This study explores the influence of negative online word of mouth on brand hate and anti-brand activism behavior. Additionally, psychological discomfort is treated as a moderator to examine the influence on the relationships mentioned above. A quantitative study is adopted. Using data collected from 300 respondents, this paper reveals the following results. First, negative online word-of-mouth on consumer-run social platforms does influence brand hate, which turns to anti-brand activism behavior as a consequence. Interestingly, psychological discomfort moderates the relationship between brand hate and brand anti-brand activism, which is unclear in the prior studies. Examining these relationships enriches the current brand's literature and highlights the significant impacts of negative online word of mouth, especially on consumer-run platforms. Branders need to fasten their response speed towards negative information in order to prevent spillover. They should avoid silent responses to any crisis since consumers might be in discomfort states which enrich the anti-brand actions.