Managing Negative Word Of Mouth On Social Media Platforms

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Managing Negative Word-of-Mouth on Social Media Platforms

Author : Ines Nee
Publisher : Springer
ISBN 13 : 3658139986
Total Pages : 251 pages
Book Rating : 4.6/5 (581 download)

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Book Synopsis Managing Negative Word-of-Mouth on Social Media Platforms by : Ines Nee

Download or read book Managing Negative Word-of-Mouth on Social Media Platforms written by Ines Nee and published by Springer. This book was released on 2016-06-07 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral reactions towards organizational complaint handling in the context of social media and to empirically test the effect of the two most resource-intensive response options of compensation and explanation. With the help of a profound experimental design, the author detects strategies on how hotel companies should respond towards negative online customer reviews in order to increase the observer’s purchase intention and the hotel company’s return on complaint management.

Consumer Behaviour and Social Network Sites

Author : Sarah Zaraket
Publisher : Routledge
ISBN 13 : 1000327604
Total Pages : 98 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Consumer Behaviour and Social Network Sites by : Sarah Zaraket

Download or read book Consumer Behaviour and Social Network Sites written by Sarah Zaraket and published by Routledge. This book was released on 2020-12-23 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.

The Social Media Marketing Book

Author : Dan Zarrella
Publisher : "O'Reilly Media, Inc."
ISBN 13 : 1449383106
Total Pages : 245 pages
Book Rating : 4.4/5 (493 download)

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Book Synopsis The Social Media Marketing Book by : Dan Zarrella

Download or read book The Social Media Marketing Book written by Dan Zarrella and published by "O'Reilly Media, Inc.". This book was released on 2009-11-13 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery. Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations Understand the history and culture of each social media type, including features, functionality, and protocols Get clear-cut explanations of the methods you need to trigger viral marketing successes Choose the technologies and marketing tactics most relevant to your campaign goals Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators Praise for The Social Media Marketing Book: "Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet."--Guy Kawasaki, co-founder of Alltop.com "If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs "This book demonstrates a beginning to the endless possibilities of the Social Web."-- Brian Solis, publisher of leading marketing blog PR 2.0

Word of Mouth and Social Media

Author : Allan J. Kimmel
Publisher : Routledge
ISBN 13 : 1317689976
Total Pages : 249 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Word of Mouth and Social Media by : Allan J. Kimmel

Download or read book Word of Mouth and Social Media written by Allan J. Kimmel and published by Routledge. This book was released on 2016-12-19 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers – known as word of mouth (WOM) – and emerging social media. Whereas WOM has been around since as long as people have engaged in conversations, its transmission is no longer limited to face-to-face interactions over the clothesline and across backyard fences. Today, the dissemination of WOM through online channels such as Facebook, Twitter, LinkedIn, YouTube channels, blogs, and consumer forums has significantly altered the alacrity by which product and service messages are spread across a dramatically expanded consumer audience. As marketing practitioners have come to recognize the power of online WOM in terms of its impact on consumer beliefs, attitudes, and purchasing behavior, effective strategies for leveraging the consumer conversation require greater insight and understanding of WOM and social media. Towards that end, this book offers ground-breaking research from an impressive array of internationally renowned marketing researchers on the nature and dynamics of WOM transmitted through social media channels, advancing our understanding of consumer influence, which to date has largely focused on offline WOM. Among the topical issues covered are best practices for marketing practitioners, the conversational nature of online WOM, the dynamic interplay between online and offline WOM, WOM measurement and monitoring, and cross-cultural influences on WOM. This book was originally published as a special issue of the Journal of Marketing Communications.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The Implementation of Smart Technologies for Business Success and Sustainability

Author : Allam Hamdan
Publisher : Springer Nature
ISBN 13 : 3031102126
Total Pages : 964 pages
Book Rating : 4.0/5 (311 download)

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Book Synopsis The Implementation of Smart Technologies for Business Success and Sustainability by : Allam Hamdan

Download or read book The Implementation of Smart Technologies for Business Success and Sustainability written by Allam Hamdan and published by Springer Nature. This book was released on 2022-09-24 with total page 964 pages. Available in PDF, EPUB and Kindle. Book excerpt: Industry 4.0 technologies identified as the main contributor to the digitalization era. New technology delivers optimal outputs by utilization of effective resource. Therefore, smart technologies that has inventive and creative objects became critical to enterprise; recent studies shows that its led enterprises business such as SMEs to considerable investments, which many organizations over the world attempt to use innovative technologies such as IoT and AI, these technologies have potential on sustainable business models. In addition to that, innovation usage in business models led to significant benefits towards sustainability concept in SMEs marketplace. Furthermore, Sustainability objectives refers to corporate sustainability term, which integrate enterprise operations with social, educational, environmental and economic benefits, as process of decision-making can impact during sustainability implications. This book focus on the implementation of smart technologies for growing business, the book includes research articles and expository papers on the applications of technology on Decision Making, Healthcare, Smart Universities, Advertising, E-marketing, Public Sector and Digital Government, FinTech, RegTech. Some researchers also discussed the role of smart technologies in the current COVID-19 pandemic, whether in the health sector, education, and others. On all of these, the researchers discussed the impact of smart technologies on decision-making in those vital sectors of the economy.

Handbook on Tourism and Social Media

Author : Gursoy, Dogan
Publisher : Edward Elgar Publishing
ISBN 13 : 1800371411
Total Pages : 528 pages
Book Rating : 4.8/5 (3 download)

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Book Synopsis Handbook on Tourism and Social Media by : Gursoy, Dogan

Download or read book Handbook on Tourism and Social Media written by Gursoy, Dogan and published by Edward Elgar Publishing. This book was released on 2022-02-11 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive Handbook offers an overview of current research on the use of social media within the tourism industry, investigating a range of social media practices and proposing strategies to address key challenges faced by tourist destinations and operators.

Brand Hate

Author : S. Umit Kucuk
Publisher : Springer
ISBN 13 : 3030003809
Total Pages : 200 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Brand Hate by : S. Umit Kucuk

Download or read book Brand Hate written by S. Umit Kucuk and published by Springer. This book was released on 2018-09-29 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.

Managing Public Relations and Brand Image through Social Media

Author : Singh, Anurag
Publisher : IGI Global
ISBN 13 : 1522503331
Total Pages : 378 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Managing Public Relations and Brand Image through Social Media by : Singh, Anurag

Download or read book Managing Public Relations and Brand Image through Social Media written by Singh, Anurag and published by IGI Global. This book was released on 2016-05-16 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era. Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.

Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 1

Download Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 1 PDF Online Free

Author : Abdalmuttaleb M. A. Musleh Al-Sartawi
Publisher : Springer Nature
ISBN 13 : 3031560159
Total Pages : 441 pages
Book Rating : 4.0/5 (315 download)

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Book Synopsis Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 1 by : Abdalmuttaleb M. A. Musleh Al-Sartawi

Download or read book Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 1 written by Abdalmuttaleb M. A. Musleh Al-Sartawi and published by Springer Nature. This book was released on with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt:

POWER IN THE CLICK OF THE BEHOLDER

Author : Kimberleigh De Laine
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (139 download)

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Book Synopsis POWER IN THE CLICK OF THE BEHOLDER by : Kimberleigh De Laine

Download or read book POWER IN THE CLICK OF THE BEHOLDER written by Kimberleigh De Laine and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ever since the creation of Web 2.0, there has been a seismic shift in how businesses advertise and promote their brands. Social media has birthed a new platform for people and organizations to interact with each other to pass information and opinions or accounts of experiences with products or services. As more consumers gravitate towards social media, firms are leveraging this sensation to engage and forge relationships with individuals which in most cases positively influence consumers' purchase decisions. However, when some customers are dissatisfied with services or products, they engage in social media negative word-of-mouth (NWOM) which could impact a brand's reputation, the consumer's purchase intention and ultimately the firm's bottom line. In the first study, 118 undergraduate students were surveyed, and empirical evidence was found to support mediating effects of brand reputation on the relationship between social media and purchase intention and moderating effects of brand engagement on the relationship between social media NWOM and brand reputation. In the second study, scenarios were presented to undergraduate students to investigate the impact of social media NWOM on small/local businesses vs. large chain businesses, the difficulty of recovery for small/local businesses, the NWOM correlation of switching behavior after product/service failure, and responses from a firm after a product/service failure. The third study replicated the findings from study two using a more diverse sample instead of students. The study expanded and explored why trust and recovery levels differ in large chain versus small/local businesses. Results indicated that small businesses suffered more from the failure in service/product but made a larger surge in trust than large chain businesses. Keywords: Negative-word-of-mouth, social media, brand engagement, business failure recovery, brand trust, switching behavior.

Serving in a Social Media World - How to React Online to Negative Word of Mouth

Author : Andreas Munzel
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Serving in a Social Media World - How to React Online to Negative Word of Mouth by : Andreas Munzel

Download or read book Serving in a Social Media World - How to React Online to Negative Word of Mouth written by Andreas Munzel and published by . This book was released on 2017 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customers often rely on peers' opinions and experiences when forming expectations and evaluating a service provider. New media channels such as consumer review platforms and social networking sites help customers obtain firsthand information from other customers to evaluate a service. Prior research confirms the effects of positive electronic word of mouth (eWOM) on recipients, yet less is known about how companies should respond to negative eWOM. The authors conducted a series of experimental studies in the context of new media online channels (i.e., consumer review sites and social media brand pages) to investigate the effects of various company response strategies on consumers' perceptions. The results have two implications for service firms: First, adequate response strategies to negative eWOM compensate for the negative effects that occur when Internet users attribute responsibility to the firm. Second, the findings indicate that firms need both adequate response strategies and an engaged community to restore their perceived trustworthiness in consumers' eyes. This research expands knowledge from service recovery research to new media channels and assesses the effects on eWOM receivers who observe customer-service provider and customer-customer interactions.

Electronic Word of Mouth (eWOM) in the Marketing Context

Author : Elvira Ismagilova
Publisher : Springer
ISBN 13 : 3319524593
Total Pages : 148 pages
Book Rating : 4.3/5 (195 download)

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Book Synopsis Electronic Word of Mouth (eWOM) in the Marketing Context by : Elvira Ismagilova

Download or read book Electronic Word of Mouth (eWOM) in the Marketing Context written by Elvira Ismagilova and published by Springer. This book was released on 2017-02-15 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

Identity-Based Brand Management

Author : Christoph Burmann
Publisher : Springer Nature
ISBN 13 : 3658401893
Total Pages : 322 pages
Book Rating : 4.6/5 (584 download)

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Book Synopsis Identity-Based Brand Management by : Christoph Burmann

Download or read book Identity-Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Managing Social Media Practices in the Digital Economy

Author : Alavi, Shirin
Publisher : IGI Global
ISBN 13 : 1799821870
Total Pages : 312 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Managing Social Media Practices in the Digital Economy by : Alavi, Shirin

Download or read book Managing Social Media Practices in the Digital Economy written by Alavi, Shirin and published by IGI Global. This book was released on 2019-12-27 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media platforms are powerful tools that can help organizations to gather user preferences and build profiles of consumers. These sites add value to business activities, including market research, co-creation, new product development, and brand and customer management. Understanding and correctly incorporating these tools into daily business operations is essential for organizational success. Managing Social Media Practices in the Digital Economy is an essential reference source that facilitates an understanding of diverse social media tools and platforms and their impact on society, business, and the economy and illustrates how online communities can benefit the domains of marketing, finance, and information technology. Featuring research on topics such as mobile technology, service quality, and consumer engagement, this book is ideally designed for managers, managing directors, executives, marketers, industry professionals, social media analysts, academicians, researchers, and students.

Navigating the Digital Landscape

Author : Nripendra Singh
Publisher : Emerald Group Publishing
ISBN 13 : 1835492746
Total Pages : 247 pages
Book Rating : 4.8/5 (354 download)

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Book Synopsis Navigating the Digital Landscape by : Nripendra Singh

Download or read book Navigating the Digital Landscape written by Nripendra Singh and published by Emerald Group Publishing. This book was released on 2024-05-23 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rapid digitalization has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world – Navigating the Digital Landscape explores a wide range of topics to help the reader harness the positive aspects of digital commerce and mitigate risks.

A Research Agenda for Brand Management in a New Era of Consumerism

Author : Ceridwyn King
Publisher : Edward Elgar Publishing
ISBN 13 : 1803925515
Total Pages : 317 pages
Book Rating : 4.8/5 (39 download)

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Book Synopsis A Research Agenda for Brand Management in a New Era of Consumerism by : Ceridwyn King

Download or read book A Research Agenda for Brand Management in a New Era of Consumerism written by Ceridwyn King and published by Edward Elgar Publishing. This book was released on 2023-09-06 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.