Managing Negative Word-of-Mouth on Social Media Platforms

2016 ◽  
Author(s):  
Ines Nee
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Negative Word ◽  
Social Media Platforms

scholarly journals Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya

2021 ◽  
Vol 19 (2) ◽  
Author(s):  
Santho Vlennery Mettan ◽  
Aldo Hardi Sancoko
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Other ◽  
The Internet ◽  
Purchasing Decisions ◽  
Left Behind ◽  
Digital Era ◽  
Other Hand ◽  
Social Media Platforms

Indonesian’s Millennials are estimated to reach 70% of the productive population in 2020-2030 (BPS 2018), who cannot be separated from the internet and social media (Harahap 2017). Due to this fact, (Hsu 2018) and (Benini 2018) claim that millennials are afraid of being left behind by ephemeral content which will disappear within 24 hours so that many social media platforms are equipped with these temporary content features and companies are using temporary content strategies to reach more consumers. SMEs on the other hand have low knowledge of ephemeral content, even though 84% of millennials buy products due to the influence of social media, where ephemeral content lies within (Boen 2016). In the other hand, word-of-mouth has a significant impact on customer purchasing decisions until now. Along with the change to the digital era, word-of-mouth is being accelerated with the help of the internet, it called e-WOM, where many businesses use social media or other online platforms to promote business. The results showed that the two variables of ephemeral content and word-of-mouth with the help of the internet had a significant effect on customer purchase intentions, especially the millennial customer for SMEs in Surabaya City. In the future, by implementing ephemeral content in SMEs media social will increases their customer’s e-WOM.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2021 ◽  
pp. 1328-1345
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

Responding Effectively to Customer Feedback on Twitter: A Mixed Methods Study of Webcare Styles

2020 ◽  
Author(s):  
Matteo Fuoli ◽  
Isobelle Clarke ◽  
Viola Wiegand ◽  
Hendrik Ziezold ◽  
Michaela Mahlberg
Keyword(s):  
Social Media ◽  
Mixed Methods ◽  
Word Of Mouth ◽  
Negative Word ◽  
Affective Style ◽  
Mixed Methods Approach ◽  
Customer Complaints ◽  
Effective Strategies ◽  
Customer Feedback ◽  
Corporate Social

Abstract Social media offer an unprecedented opportunity for companies to interact more closely with customers and market their products and services. But social media also present reputational risks as negative word-of-mouth can spread more quickly and widely through these platforms than ever before. This study investigates how companies respond to customer complaints on Twitter. We propose an innovative mixed methods approach (i) to identify the key features that mark the styles used by a sample of companies in their replies to customers and (ii) to determine the most effective strategies for responding to complaints. Our results reveal that an affective style, expressed through devices such as stance markers, emphatics, and amplifiers, elicits the most positive response from complainants, regardless of the formality of the message. The study advances our understanding of the features and effects of corporate social media discourse. It also provides business communication practitioners with linguistically grounded insights that can inform the development of appropriate strategies for dealing with negative word-of-mouth online.

scholarly journals What Makes News Sharable on Social Media?

2021 ◽  
Author(s):  
Cathy Xi Chen ◽  
Gordon Pennycook ◽  
David Gertler Rand
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Political Knowledge ◽  
Online Content ◽  
Negatively Associated ◽  
Cognitive Reflection ◽  
News Consumption ◽  
Perceived Importance ◽  
Social Media Platforms

With the rise of social media, everyone has the potential to be both a consumer and producer of online content. As a result, the role that word of mouth plays in news consumption has been dramatically increased. Although one might assume that consumers share news because they believe it to be true, widespread concerns about the spread of misinformation suggest that truthfulness may actually not be a dominant driver of sharing online. Across two studies with 5,000 participants, we investigate what makes news sharable on social media. We find that sharing is positively predicted by two separate factors. One factor does involve the headline’s perceived accuracy, as well as its familiarity. The second, however, involves the headline’s perceived importance and emotional evocativeness. This second factor is negatively associated with the headline’s objective veracity, and less decision weight is put on the second factor by subjects with more cognitive reflection and political knowledge, and by subjects who are less politically conservative. These findings have important implications for news publishers, social media platforms, and society at large.

scholarly journals Perceived eWOM and Students’ University Enrolment Intentions: The Corporate Image as a Mediator

2019 ◽  
pp. 1-14
Author(s):  
Shuaib Ahmed Balroo ◽  
Mahmoud Abdel Hamid Saleh
Keyword(s):  
High School ◽  
Social Media ◽  
High School Students ◽  
Word Of Mouth ◽  
Corporate Image ◽  
Purchase Decisions ◽  
School Students ◽  
University Enrolment ◽  
Social Media Platforms ◽  
The University

The advancement of internet technologies and the emergence of social media platforms have made the influence of electronic word of mouth (eWOM) more pronounced than ever before on consumers’ purchase decisions, especially young consumers who are more engaged with new technologies and social networks. Through social media platforms, young consumers nowadays are always connected to friends, families and organizations on smartphones, tablets or computers and actively look for eWOM before making purchase decisions. This study is aimed at examining the effect of perceived eWOM on the university enrolment intentions by the Saudi high school students mediated by the corporate image of the university. The sample comprised of 133 high school students studying in Saudi high secondary schools. The findings revealed that electronic word of mouth (eWOM) had a significant and positive association with the students’ enrolment intentions, and the corporate image mediates this relationship. This research’s findings and recommendations can largely help who are in charge of the private and public universities in Saudi Arabia to understand how eWOM shapes the university choices of students.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2018 ◽  
pp. 58-80 ◽  
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

scholarly journals Promotion Activities for Curug Rahong Tourism Village to Boost Tourists Arrival

2020 ◽  
Vol 4 (3) ◽  
pp. 146-157
Author(s):  
Retno Dyah Kusumastuti ◽  
Fathinah Ranggauni Hardy ◽  
Muhammad Ikhsan Amar
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Local Community ◽  
Descriptive Study ◽  
Qualitative Approach ◽  
The Internet ◽  
Interactive Marketing ◽  
Social Media Platforms

This study focuses on the promotion activities in Curug Rahong Tourism Village. Curug Rahong Tourism Village is one of the recently established tourism village that is located in Pandeglang Regency, Province of Banten. The objective of this study is explore further about promotional activities that has been done by Curug Rahong Tourism Village management. This study is a descriptive study with qualitative approach, and the data for this study was collected using observation, interview, and documentation. This study finds that Curug Rahong Tourism Village promotion activities were carried out using promotional tools in the form of advertisements, word of mouth, and interactive marketing. Curug Rahong Tourism Village Manager advertises using brochures, while interactive marketing is done through websites and a number of social media platforms, namely Facebook and Instagram. As for the implication, this study suggests that it is important for the management of tourism village to utilize the internet as tool of promotion, innovate the offerings to the tourists, and raise the awareness of the local community about the importance of tourism itself.

Sign in / Sign up

Export Citation Format

Share Document