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How to deal with negative electronic Word-of-Mouth? - Anonymous
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9, ISBN: 9783640997251

ID: 166819783640997251

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 approa 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. Marketing & Sales, Business & Finance, How to deal with negative electronic Word-of-Mouth?~~ Anonymous~~Marketing & Sales~~Business & Finance~~9783640997251, en, How to deal with negative electronic Word-of-Mouth?, Anonymous, 9783640997251, GRIN Verlag, 09/01/2011, , , , GRIN Verlag, 09/01/2011

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

1, ISBN: 9783640997251

ID: 166819783640997251

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 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. Marketing & Sales, Business & Finance, How to deal with negative electronic Word-of-Mouth?~~ Anonymous~~Marketing & Sales~~Business & Finance~~9783640997251, en, How to deal with negative electronic Word-of-Mouth?, Anonymous, 9783640997251, GRIN Verlag, 01/01/2011, , , , GRIN Verlag, 01/01/2011

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

1, ISBN: 9783640997251

ID: 166819783640997251

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 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. Marketing & Sales, Business & Finance, How to deal with negative electronic Word-of-Mouth?~~ Anonym~~Marketing & Sales~~Business & Finance~~9783640997251, en, How to deal with negative electronic Word-of-Mouth?, Anonym, 9783640997251, GRIN Verlag, 01/01/2011, , , , GRIN Verlag, 01/01/2011

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2011, ISBN: 3640997255

ID: 9783640997251

In englischer Sprache. Verlag: GRIN Verlag, PC-PDF, 23 Seiten, 1., Auflage, [GR: 9785 - Nonbooks, PBS / Wirtschaft/Werbung, Marketing], [SW: - Betriebswirtschaft und Management], [Ausgabe: 1][PU:GRIN Verlag], [PU: Grin-Verlag, München]

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