The Influence of Brand Propinquity on Complaining Behavior Via Social Media

Hongmin Ahn, West Virginia University, USA
Nicholas Bowman, West Virginia University, USA
This study explores the dynamic interplay among several facets of psychological closeness on consumer complaining behavior via social media. Our data suggest that increased brand propinquity results in increased engagement when discussion perceived brand mishaps. Results also indicate that media familiarity jointly affects consumer intention to engage in complaining behavior.
[ to cite ]:
Hongmin Ahn and Nicholas Bowman (2013) ,"The Influence of Brand Propinquity on Complaining Behavior Via Social Media", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.