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<p>This study investigates the influence of negative online word-of-mouth in online brand communities on anti-brand behavior of Gen Z in Vietnam and the moderating roles of two cultural dimensions: horizontal individualism and vertical collectivism. Data were collected from …. in a survey questionnaire and analyzed with statistical tools of SPSS 26.0. Analysis results indicate that negative online word-of-mouth not only negatively affects individuals’ emotions and cognition but also amplifies anti-brand activism in online forums. Moreover, horizontal individualism heightens individuals’ sensitivity to negative online word-of-mouth, particularly concerning private information. In contrast, vertical collectivism strengthens the impact of social factors, such as group influence, in shaping anti-brand behavior. Based on these findings, the study suggests appropriate information management strategies to mitigate the risks associated with negative online word-of-mouth among Vietnamese Gen Z consumers.</p>

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How do Horizontal Individualism and Vertical Collectivism Moderate the Impact of Online Negative Word-of-Mouth on Anti-brand Activism?

  • 期刊论文

  • 发表日期：

    2025年7月20日

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  • Mai Thi Thu Le,
  • Nhung Trang Le

摘要

This study investigates the influence of negative online word-of-mouth in online brand communities on anti-brand behavior of Gen Z in Vietnam and the moderating roles of two cultural dimensions: horizontal individualism and vertical collectivism. Data were collected from …. in a survey questionnaire and analyzed with statistical tools of SPSS 26.0. Analysis results indicate that negative online word-of-mouth not only negatively affects individuals’ emotions and cognition but also amplifies anti-brand activism in online forums. Moreover, horizontal individualism heightens individuals’ sensitivity to negative online word-of-mouth, particularly concerning private information. In contrast, vertical collectivism strengthens the impact of social factors, such as group influence, in shaping anti-brand behavior. Based on these findings, the study suggests appropriate information management strategies to mitigate the risks associated with negative online word-of-mouth among Vietnamese Gen Z consumers.