eWOM revenge in small accommodations: investigating the mediating role of clout in guest de-influencing behaviour in Jamaica

Purpose As the influence of online reviews has changed how consumers make decisions, this study aims to understand how clout mediates service failure categories leading to “deinfluencing behaviour” through NeWom. Design/methodology/approach This paper introduces a two-step methodology for extracting “deinfluencing behaviour” from online reviews. First, a qualitative analysis using manual and text analysis software, and, second, a quantitative analysis through Exploratory Factor Analysis (EFA) and the Hayes Macro Process analysis. Findings The study identified 11 types of service failures grouped into five categories. Service quality was the most important factor, followed by staff attitude, food service and esthetics. Clout proved to be a valid mediator. Originality/value This research proposes a novel approach for analyzing big data serving as a blueprint for future studies. The results contribute to the academic discourse on consumer revenge while strengthening academic hospitality literature on social media dynamics.