2011, ISBN: 9783640997251

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, langua… mais…

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. Digital Content>E-books>Business>Marketing Strategies>Marketing Strategies, GRIN Verlag GmbH Digital >16<

2009, ISBN: 9783640997251

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… mais…

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 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<

ISBN: 9783640997251

How to deal with negative electronic Word-of-Mouth? How-to-deal-with-negative-electronic-Word-of-Mouth~~Anonymous Business>Marketing Strategies>Marketing Strategies NOOK Book (eBook), GRI… mais…

How to deal with negative electronic Word-of-Mouth? How-to-deal-with-negative-electronic-Word-of-Mouth~~Anonymous Business>Marketing Strategies>Marketing Strategies NOOK Book (eBook), GRIN Verlag GmbH<

2011, ISBN: 9783640997251

[ED: 1], Auflage, eBook Download (EPUB,PDF), eBooks, [PU: GRIN Verlag]

2011, ISBN: 9783640997251

[ED: 1], 1. Auflage, eBook Download (EPUB,PDF), eBooks, [PU: GRIN Verlag]