Investigating online response strategies to address negative word of mouth
The digital age has changed how brands communicate and interact with their consumers, and intensified the influence of negative word of mouth on a brand’s reputation. This study investigates which response strategies are employed to protect organizational reputation in the online environment. Accord...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Revista de Administração de Empresas |
| Idioma: | portugués inglés |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/80870 |
| Acceso en línea: | https://periodicos.fgv.br/rae/article/view/80870 |
| Access Level: | acceso abierto |
| Palabra clave: | Social media brand management word of mouth. Mídias sociais gestão de marcas boca a boca |
| Sumario: | The digital age has changed how brands communicate and interact with their consumers, and intensified the influence of negative word of mouth on a brand’s reputation. This study investigates which response strategies are employed to protect organizational reputation in the online environment. Accordingly, data were collected in two ways. First, ten semi-structured interviews were conducted with brand managers to identify strategies to minimize negative word of mouth in social media. Second, social media content of brands managed by the agencies were collected to determine if any other strategies were carried out. As a result in negative word of mouth companies prefer to apologize, hide the original message, respond inbox, or simply ignore the negative comments from consumers. |
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