2011, ISBN: 9783640997046

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: E… More...

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. Buch (dtsch.) Taschenbuch, GRIN Publishing, 14.09.2011, GRIN Publishing, 2011<

2011, ISBN: 9783640997046

Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Münster, language: English, abstract: In today's vir… More...

Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, 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. Buch (fremdspr.) GRIN Taschenbuch, GRIN, 14.09.2011, GRIN, 2011<

2012, ISBN: 9783640997046

Trade paperback, Neubuch, Business & Economics-Marketing-General, Your satisfaction is our #1 Priority. We really care. 25 year bookseller, over 10 Million Customers. This book sourced di… More...

Trade paperback, Neubuch, Business & Economics-Marketing-General, Your satisfaction is our #1 Priority. We really care. 25 year bookseller, over 10 Million Customers. This book sourced directly from Ingram Lightning Source., [PU: GRIN Verlag]<

ISBN: 3640997042

How to deal with negative electronic Word-of-Mouth? ab 14.99 € als Taschenbuch: 4. Auflage. Aus dem Bereich: Bücher, Taschenbücher, Wirtschaft & Soziales, Medien > Bücher, GRIN Verlag