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How to deal with negative electronic Word-of-Mouth? - GRIN
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How to deal with negative electronic Word-of-Mouth? - neues Buch

2011, ISBN: 9783640997046

ID: 691112194

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. How to deal with negative electronic Word-of-Mouth? Bücher > Fremdsprachige Bücher > Englische Bücher Taschenbuch 14.09.2011, GRIN, .201

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How to deal with negative electronic Word-of-Mouth? - neues Buch

2011, ISBN: 9783640997046

ID: 1211d7b64edc0f670a5d97e03b0941f7

How to deal with negative electronic Word-of-Mouth? 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. Bücher / Fremdsprachige Bücher / Englische Bücher 978-3-640-99704-6, GRIN

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How to deal with negative electronic Word-of-Mouth? - neues Buch

2011

ISBN: 9783640997046

ID: 116928098

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. How to deal with negative electronic Word-of-Mouth? Buch (dtsch.) Bücher>Fremdsprachige Bücher>Englische Bücher, GRIN

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How to deal with negative electronic Word-of-Mouth? - GRIN
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
(*)
GRIN:
How to deal with negative electronic Word-of-Mouth? - neues Buch

2011, ISBN: 9783640997046

ID: 118802251

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. How to deal with negative electronic Word-of-Mouth? Buch (dtsch.) Bücher>Fremdsprachige Bücher>Englische Bücher, GRIN

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How to Deal with Negative Electronic Word-Of-Mouth? - Taschenbuch

ISBN: 9783640997046

Paperback, [PU: GRIN Verlag], Sales & Marketing

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