The Role of Electronic word of mouth (E_WOM) in Expressing the political Attitude towards international crises (the Economic Boycott as a case study)

Document Type : Original Article

Author

Faculty of Arts, Department of Mass Communication, Kafrelsheikh University

Abstract

The present study aims to identify the role of electronic word of mouth (E_WOM) in expression of political positions towards international crises. This article is a descriptive study that adopted a methodology of field surveying and analytical surveying. The author selected the Facebook page titled Boycotting American & Israeli products – Supporting Arab products to be the research sample for the analytical survey.
The aforementioned page was surveyed and analyzed through the qualitative text analysis tool instrument employed in the present study, in such a way that covers the goals and questions designed for the analytical survey. The analytical survey was initiated on 7th Oct 2023 throughout the end of March 2024. As for the field survey, it was performed over a sample audience of (622) subjects consisted of available social media users from Egypt who Interested in the Palestinian crisis. The field survey was sampled by e-questionnaire.
The present study revealed several findings, among the most important of which is the effectiveness of positive E_WOM and its increased impact on the decision to boycott. The study findings also reflected an increase in cognitive, emotional, and behavioral impact towards boycott campaigns of products from international pro-Israel enterprises. The motives for the subjects to boycott products from international pro-Israel enterprises were represented by the following indicators: (Enterprise Position, Realization of the Severity of Enterprise Actions, Mental Image of the Products, Self-esteem, Justification, Cost).

Keywords

Main Subjects

References

([1])Ross, A. (2024). Thinking about the ‘silent readers’: a regional digital ethnographic case study exploring motivations and barriers to participation in public debate on Facebook. Media International Australia, available online at:https://journals.sagepub.com/doi/full/10.1177/1329878X231226355
([1])Sun, Q., Wu, F., Li, S., & Grewal, R. (2021). Consumer boycotts, country of origin, and product competition: Evidence from China’s automobile market. Management Science, 67(9), 5857-5877.
([1])Xu, H., Rim, H., & Dong, C. (2024). The combined effects of consumer-company stance congruence and consumers’ pre-existing corporate attitude in corporate social advocacy. Public Relations Review, 50(2), 102441.
([1])Buheji, M., & Ahmed, D. (2023). Keeping the Boycott Momentum-from ‘WAR on GAZA’Till ‘Free-Palestine’. International Journal of Management (IJM), 14(7), 205-229.
([1])Ulker‐Demirel, E., Yuruk‐Kayapinar, P., & Kayapinar, O. (2021). The role of consumer ethnocentrism on boycott behaviour: What if a domestic business behaves egregiously. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 38(4), 354-368.
([1])Olson, E. D., & Park, H. (2019). The impact of religious freedom laws on destination image. Cornell Hospitality Quarterly, 60(4), 355-369.
([1])Wang, Z., Lee, A., & Polonsky, M. (2018). Egregiousness and boycott intensity: Evidence from the BP Deepwater Horizon oil spill. Management science, 64(1), 149-163.
([1])Palacios‐Florencio, B., Revilla‐Camacho, M. Á., Garzón, D., & Prado‐Román, C. (2021). Explaining the boycott behavior: A conceptual model proposal and validation. Journal of Consumer Behaviour, 20(5), 1313-1325.
([1])Akhtar, N., Khan, H., Siddiqi, U. I., Islam, T., & Atanassova, I. (2024). Critical perspective on consumer animosity amid Russia-Ukraine war. Critical Perspectives on International Business, 20(1), 49-70.
([1])Seyfi, S., Hall, C. M., Saarinen, J., & Vo-Thanh, T. (2023). Understanding drivers and barriers affecting tourists’ engagement in digitally mediated pro-sustainability boycotts. Journal of Sustainable Tourism, 31(11), 2526-2545.
([1])Shin, S., & Yoon, S. W. (2018). Consumer motivation for the decision to boycott: The social dilemma. International Journal of Consumer Studies, 42(4), 439-447.
([1])Samudra, F., Zaman, A. R. B., & Mukti, D. A. (2024). Reviving the Essence of Jihad in the Contemporary Era: Advocating Struggle and Solidarity for Palestine Through Boycott of Pro-Israel Products. MILRev: Metro Islamic Law Review, 3(1), 22-42.
([1])Halimi, T. A., D’Souza, C., & Sullivan-Mort, G. (2017). Examining the role of empathy on third-country nationals’ foreign product purchase behaviour: a study of the growing international boycott against Israel. International Marketing Review, 34(6), 760-786.
([1])Chen, J. (2010). The moral high ground: perceived moral violation and moral emotions in consumer boycotts (Doctoral dissertation, University of Oregon).
([1])Sunstein, C. R. (2023). Discerning blue from purple: How prevalence affects what is perceived as normal. Evolution and Human Behavior, 44(3), 250-254.
([1])Lasarov, W., Hoffmann, S., & Orth, U. (2023). Vanishing boycott impetus: Why and how consumer participation in a boycott decreases over time. Journal of business ethics, 182(4), 1129-1154.

Files

Share

How to cite

Statistics