Dr Jan Breitsohl is currently Senior Lecturer in Digital Marketing at Kent Business School, University of Kent. Previously Jan was a Lecturer in Digital Marketing at Aberystwyth University, as well as the Director of Research and several Msc Marketing Specialist Programmes. He further holds a PhD in Marketing Psychology from Bangor University.
Research InterestsSocio-psychological theories and communication management techniques to investigate the dark side of social media.
His current projects investigate consumer-to-consumer aggression in online communities, managing corporate scandals on Facebook and Twitter, and collective consumer reactions to unethical corporate behaviour.
Jan has co-authored publications with researchers from Europe and the US in leading national and international peer-reviewed journals, including the Journal of Retailing and Tourism Management. He has presented at various national and international conferences and won the best paper in track award ('E-Marketing') at the Academy of Marketing Conference for three years in a row (2014-2016), as well as the 'Best Paper for Research Originality' at the Global Brand Conference in Kalmar, Sweden (2017).
He has been track chair at several conferences, reviewer for leading international journals, and external examiner for various universities.
TeachingJan strongly supports research-led teaching models that aim to nurture students' practical abilities to conduct primary research at a publishable standard. His lectures combine social media and collaborative research tools to provide student-engaging and interactive learning environments.
Current Supervision topics:
- Psychological aspects of consumer aggression online
- Managing consumer aggression online
- Consumer reactions to unethical corporate behaviour
- Managing consumer reactions to corporate scandals
Nuttakon Ounvorawong: A study of consumer-to-consumer aggression in online brand communities
Jan holds a German IHK diploma in Industrial Sales Management ('Industrie-Kaufmann') and has four years of managerial experience in various business positions.
He has further been involved in several consultancy projects with companies such as Ford Europe, Rue du Commerce and Damart UK, and delivered various executive workshops.
Also view these in the Kent Academic Repository
Roschk, H., Loureiro, S. and Breitsohl, J. (2017). Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color. Journal of Retailing [Online] 93:228-240. Available at: http://dx.doi.org/10.1016/j.jretai.2016.10.001.Atmospheric in-store stimuli have been the subject of considerable empirical investigation for over 30 years. This research presents a meta-analysis of 66 studies and 135 effects (N = 15,621) calibrating the atmospheric effects of music, scent, and color on shopping outcomes. At an aggregate level, the results reveal that environments in which music or scent are present yield higher pleasure, satisfaction, and behavioral intention ratings when compared with environments in which such conditions are absent. Warm colors produce higher levels of arousal than cool colors, while cool colors produce higher levels of satisfaction than warm colors. The estimated average strength of these relationships ranged from small to medium. Effect sizes exhibited significant between-study variance, which can be partly explained by the moderators investigated. For instance, larger effect sizes were observed for the relationship between scent and pleasure in those samples with a higher (vs. lower) proportion of females. Data also indicated a tendency toward stronger music and scent effects in service settings as compared to retail settings. The results of this analysis, based on data aggregated across the research stream, offer retailers a guide to enhance customers’ shopping experience through judicious use of in-store atmospheric stimuli.
Dineva, D., Breitsohl, J. and Garrod, B. (2017). Corporate conflict management on social media brand fan pages. Journal of Marketing Management [Online]:1-20. Available at: http://dx.doi.org/10.1080/0267257X.2017.1329225.A recent development in the literature on social media brand fan pages is the investigation of hostile consumer-to-consumer interactions. Existing research has thus far concentrated on the reasons why consumers engage in such online conflicts. In comparison, this study focuses on how online conflicts can be best managed. Based on direct observations of six brand fan pages on Facebook, we offer a first conceptualisation of corporate conflict management strategies. Our results reveal five main conflict management strategies: non-engaging, censoring, bolstering, informing and pacifying. By drawing on existing suggestions from the marketing literature, we provide managerial implications and suggest avenues for future research.
Breitsohl, J. and Garrod, B. (2015). Assessing tourists’ cognitive, emotional and behavioural reactions to an unethical destination incident. Tourism Management [Online] 54:209-220. Available at: http://dx.doi.org/10.1016/j.tourman.2015.11.004.Studies of how tourists react to unethical incidents in destinations are scarce. Based on an online survey (n = 1350) and grounded in cognitive appraisal theory, this study examines people's reactions to a hypothetical breach of ethics at a tourism destination. Results from a structural equation model suggest that the more severe the incident and the greater the attribution of responsibility to agencies within the destination, the more likely it is that an individual will develop hostile emotions toward the destination. The tourist may then decide to avoid the incident emotionally or to spread negative word of mouth (WOM) about it. The study also highlights the importance of a positive destination image in reducing hostile emotions during such incidents. Moreover, tourists will be more likely to re-visit a destination if they choose to avoid engaging emotionally with an unethical incident and less likely to do so if they spread negative WOM. © 2015 The Authors.
Breitsohl, J., Kunz, W. and Dowell, D. (2015). Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management [Online] 31:1040-1064. Available at: https://dx.doi.org/10.1080/0267257X.2015.1036102.This article proposes a taxonomy of online consumption communities in order to address this rather ambiguously conceptualised research field. Specifically, intercommunity differences are investigated with regard to how content focus (brand vs activity) and its congruency with the type of host (doubled vs mixed) affect consumers’ posting behaviour. Based on an online survey (n = 888), a series of regressions of various benefits on posting behaviour supports the usability of the proposed taxonomy. In particular, social benefits had the strongest effect on consumers’ posting behaviour across all communities, while the effects of functional, altruistic and sharing benefits varied in significance and direction of influence when accounting for the different community characteristics. These findings help marketing managers to design online communities and motivate consumers to contribute. © 2015, Westburn Publishers Ltd.
Breitsohl, J., Wilcox-Jones, J. and Harris, I. (2015). Groupthink 2.0: An empirical analysis of customers’ conformity-seeking in online communities. Journal of Customer Behaviour [Online] 14:87-106. Available at: https://dx.doi.org/10.1362/147539215X14373846805662.Online communities have witnessed an ongoing interest from both digital practitioners and scholars alike. Whilst the motives for and outcomes of customers' participation have been convincingly evidenced, there is a lack of conceptual and empirical understanding on the decision-making processes within virtual groups. This study employs Janis' (1972) Groupthink theory to investigate customers' tendency to conform when making decisions in a financial online community. Based on a sample of 343 respondents and multiple regression analysis, it is shown that perceived stress and group insulation have a positive influence upon Groupthink, whilst group cohesion has a negative effect. The findings support the applicability of Groupthink theory in an online context and emphasise defective social decision-making processes in online communities as a key priority for future research. Digital marketers gain insight on strategies to manage their customers' conformity-seeking tendencies and to prevent dysfunctional decision-making processes.
Breitsohl, J., Khammash, M. and Griffiths, G. (2010). E-business complaint management: Perceptions and perspectives of online credibility. Journal of Enterprise Information Management [Online] 23:653-660. Available at: https://dx.doi.org/10.1108/17410391011083083.Purpose: The purpose of this paper is to investigate public online consumer complaint responses from three different perspectives: the complainer, the company and third party consumers. Consumer complaint behaviour and management has been studied in various streams of literature, yet the subsequent processes triggered by a company complaint response have not been studied so far. In particular, this paper seeks to divert from examining complaint participants in isolation by recognising interrelated communication effects of complaint dialogue and public media. Design/methodology/approach: Looking at credibility perceptions as a theoretical construct for measuring the utility of a complaint as well as attitude-orientation as an evaluative moderator, the paper highlights the ambiguity of meaning transfer in an online complaint forum. Findings: It is hypothesised that credibility and congruence in attitude orientation positively enhance complaint utility perceptions and strongly bias complaint dialogue evaluations. Originality/value: The paper highlights that expected relevant results for online complaint managers and marketers alike are the inclusion of post-complaint communication into corporate image and relationship management as well as using credibility perceptions as a benchmark for online customer satisfaction and potential positive electronic word-of-mouth. © Emerald Group Publishing Limited.
Breitsohl, J., Khammash, M. and Griffiths, G. (2014). Online complaint communication strategy: an integrated management framework for e-businesses. In: Handbook of Strategic E-Business Management. Springer, pp. 907-933. Available at: https://dx.doi.org/10.1007/978-3-642-39747-9_38.The purpose of this chapter is to provide a holistic framework of contemporary complaint communication management on the Internet. Specifically, a model for e-businesses strategy is put forward which integrates the communication perspective of online complainers, the company as respondents and observers who follow the complaint dialogue online. In acknowledgement of the active or passive influence of each communication participant on the exchange process, the particular characteristics of online complaint psychology, electronic communication channels and related management systems are reflected within a circular process model that highlights the need for e-managers to develop and implement strategic means to proactively control and respond to negative publicity on the Internet. By distinctively focusing on studies from communication psychology, strategic management, marketing and Information technology that were conducted in an online environment, this chapter aims to address the lack of literary integration with regards to the unique managerial demands posed through online complaint communication paradigms.