Repercussions of Brand Hate on Consumer Behavior: A Text Mining Approach

The research is a qualitative study exploring the influence of service quality on purchase intentions, considering e-WOM and consumer well-being as mediators and brand hate as a moderator, using the SHEIN customers’ reviews on Reviews. Specifically, using text mining tools in Python, 181 reviews were reviewed to obtain emotional and topic characteristics regarding service quality, consumers' responses, and brand perception. The results showed that there is a negative relationship between poor service quality and purchase intentions, through negative e-WOM and lowered consumer well-being. However, the presence of brand hate strengthens this negative impact to a considerable extent. The findings highlighted the many nuanced aspects of consumers, which could be beneficial for online retail firms in refining service and brand management efforts.