Online Content Creation and Consumption Based on Positive Consumer Emotions: Case Study
Abstract
The aim of this study was to analyze whether positive consumer emotions are significantly related to electronic word-of-mouth, brand defense, and resistance to negative information in the social media context. This study was carried out with a segment of young consumers who have visited a nightclub that conducts recreational activities and, therefore, promotes the development of positive emotions such as joy, love, and pride. An online survey designed on Facebook collected 473 valid filled-out forms. A quantitative approach was applied by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical results show that users’ positive emotions largely influence their resistance to negative information. Thus, consumers rejected online comments that criticized their brand. It was concluded that the most influential emotion in online content creation and consumption is joy. Besides, it was established that the relationship between positive emotions and online content creation/dissemination has different responses when it is moderated by active or passive consumer behavior. Regarding electronic word-of-mouth, there are no significant differences among the participants. However, the case is the opposite in online brand defense and resistance to negative information because active consumers show more willingness to interact on social media.
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