| Author: | Anonymous | ISBN: | 9783640997251 |
| Publisher: | GRIN Verlag | Publication: | September 1, 2011 |
| Imprint: | GRIN Verlag | Language: | English |
| Author: | Anonymous |
| ISBN: | 9783640997251 |
| Publisher: | GRIN Verlag |
| Publication: | September 1, 2011 |
| Imprint: | GRIN Verlag |
| Language: | English |
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Münster, language: English, abstract: In today's virtual era, the power of word-of-mouth has grown dramatically. Online customer-to-customer articulations have been proven to impact consumer attitudes and behavior and have therefore direct impact on a product's success and a company's performance. The aim of this paper is to approach a response to the question how companies should deal with negative electronic Word-of-Mouth (eWOM). After a brief introduction to prior research of eWOM and its valence, the development and consequences of negative online articulations will be dis-cussed. Following the relevant eWOM and company parameters are identified that determine the impact of negative eWOM on a brand. The first step in approaching a response decision which is tracing and measuring online articulations is ex-plained and resulting coping strategies in form of direct and indirect reactions to negative eWOM are illustrated. Finally, the paper explains how companies can guard against negative eWOM.
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Münster, language: English, abstract: In today's virtual era, the power of word-of-mouth has grown dramatically. Online customer-to-customer articulations have been proven to impact consumer attitudes and behavior and have therefore direct impact on a product's success and a company's performance. The aim of this paper is to approach a response to the question how companies should deal with negative electronic Word-of-Mouth (eWOM). After a brief introduction to prior research of eWOM and its valence, the development and consequences of negative online articulations will be dis-cussed. Following the relevant eWOM and company parameters are identified that determine the impact of negative eWOM on a brand. The first step in approaching a response decision which is tracing and measuring online articulations is ex-plained and resulting coping strategies in form of direct and indirect reactions to negative eWOM are illustrated. Finally, the paper explains how companies can guard against negative eWOM.
