When Wom Becomes Cynical

Social network sites (SNS) allow consumers to comment Company’s corporate social responsibility (CSR) sponsored videos. The present article extends current knowledge about consumer negative word of mouth (WOM) on SNS, identifying three forms of cynical consumer communication styles in response to CSR campaigns: The skeptical, passive-aggressive and warrior WOM.


Bernardo Amezcua and Claudia Quintanilla (2014) ,"When Wom Becomes Cynical", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 49-50.


Bernardo Amezcua, PhD student, Mexico
Claudia Quintanilla, Professor, Mexico


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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