Negative WOM for Liking Brands vs Positive WOM for Disliking Brands: Differences in Length and Content of WOM

Although there is considerable literature on the motives for posting word of mouth (WOM), little is known about the characteristics of WOM generated by posters’ motives and circumstances. This study clarifies the influence of brand sentiment (linking/disliking) and text content (positive/negative) on the quantity and quality of WOM, based on an online survey of 3,036 users of two representative e-commerce sites (Amazon and Rakuten) in the Japanese market. First, the WOM perspective is confirmed. Negative WOM contains more words than positive WOM. Furthermore, positive WOM about disliking brands had the shortest word count, while positive WOM about liking brands and negative WOM about disliking brands were significantly more numerous. Next, from the perspective of WOM quality, this study evaluates the percentage of quality, cost, and delivery (QCD), which captures the sources of corporate competitiveness. Consequently, compared to the other groups, positive WOM toward liking brands had a significantly higher rate of mentions of costs and delivery. In other words, the psychological state in this situation tends to express the most concrete value.