Publication Type
Conference Proceeding
Editor
Supervisor
Publication Year
2016-07
Journal
Book
Global marketing conference proceeding
Publication Volume
Publication Issue
Publication Begin page
247
Publication End page
247
Publication Number of pages
Collections
Abstract
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.
Research Projects
Organizational Units
Journal Issue
Keywords
Negative Word of Mouth, Social Accounts, New Media, Attribution of Responsibility, Response Adequacy, Trust