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The role of the relationship between employees and companies and the effects of that relationship on a consumer’s buying intention have received scant attention in the marketing literature. This research sought to understand how consumer perceptions of employee (in)justice affect the consumer’s likelihood to purchase. Engaging a cross-disciplinary perspective, an experiment examined the impact of electronic word-of-mouth on consumer procedural justice perceptions and likelihood to purchase. Negative eWOM had a significant impact on consumer perceptions of the procedural justice of the firm and likelihood to purchase, suggesting that consumers do have an interest in the fair treatment of employees.

Third-party procedural justice perceptions: The mediating effect on the relationship between eWOM and likelihood to purchase