Effects of linguistic style on persuasiveness of word-of-mouth messages with anonymous vs. identifiable sources

2021 ◽  
Author(s):  
Jie Chen ◽  
Wenjian Fan ◽  
Junlong Wei ◽  
Zunli Liu
Keyword(s):  
Word Of Mouth ◽  
Linguistic Style

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

2019 ◽  
Vol 83 (3) ◽  
pp. 1-21 ◽  
Author(s):  
Dennis Herhausen ◽  
Stephan Ludwig ◽  
Dhruv Grewal ◽  
Jochen Wulf ◽  
Marcus Schoegel
Keyword(s):  
Text Mining ◽  
Word Of Mouth ◽  
Tie Strength ◽  
Linguistic Style ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Comprehensive Framework ◽  
The Impact ◽  
Firm Responses ◽  
Over Time

Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining customers. A text-mining study of negative eWOM demonstrates distinct impacts of high- and low-arousal emotions, structural tie strength, and linguistic style match (between sender and brand community) on firestorm potential. The firm’s response must be tailored to the intensity of arousal in the negative eWOM to limit the virality of potential online firestorms. The impact of initiated firestorms can be mitigated by distinct firm responses over time, and the effectiveness of different disengagement approaches also varies with their timing. For managers, these insights provide guidance on how to detect and reduce the virality of online firestorms.

Word of Mouth

PsycCRITIQUES ◽  
2010 ◽  
Vol 55 (52) ◽  
Author(s):  
Thomas F. Cloonan
Keyword(s):  
Word Of Mouth

The Effect of Time of Message on the Emotional Content of Word-of-Mouth

2014 ◽  
Author(s):  
Cansu Sogut ◽  
Barbara Bickart ◽  
Frederic Brunel
Keyword(s):  
Word Of Mouth ◽  
Emotional Content

Word-of-Mouth Recruitment Measure

2009 ◽  
Author(s):  
Greet Van Hoye ◽  
Filip Lievens
Keyword(s):  
Word Of Mouth

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 175-182
Author(s):  
Alida Wahyuni
Keyword(s):  
Higher Education ◽  
Public Relations ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Services Marketing ◽  
Sales Promotion ◽  
Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

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