Exploring the relationships between social media influencers and service failure recovery process: views from social influence and commitment-trust theories
Prior research has advanced several explanations for social media influencers’ (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies. Drawing on a social constructivist pe...
| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://repository.londonmet.ac.uk/9088/1/RARCS2023%20-Ozuem_Willis_Ranfagni_Rovai.pdf |
| Summary: | Prior research has advanced several explanations for social media influencers’ (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies. Drawing on a social constructivist perspective, and employing social influence theory (SIT) and commitment-trust theory (CTT), 58 semi-structured interviews were conducted with millennials from three European countries (Italy, France and the United Kingdom). Four themes emerged conceptualising millennials perspectives of SMIs’ role in the service failure recovery process. |
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