Digital Advertising Narration and Online Reputation Management

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on Narrative Advertising ◽

10.4018/978-1-5225-9790-2.ch019 ◽

2019 ◽

pp. 219-226

Author(s):

Murat Koçyiğit

Keyword(s):

Consumer Behavior ◽

Human Behavior ◽

Reputation Management ◽

Buying Behavior ◽

Value Judgments ◽

Attitudes And Behaviors ◽

Online Platforms ◽

And Behaviors ◽

Online Reputation

Consumer behavior is a human behavior. Therefore, every factor influencing the consumer also affects buying behavior and preference. Thus, the messages in the digital advertising narrative can affect the attitudes and behaviors of the consumers by moving the emotions. The digital advertising narrative is increasing the interaction between the customer and the brand. In this direction, digital advertising messages make consumers the brand's fan or follower. The digital advertising narrative increases the attention of the consumer. The brand is increasing interest. Also, digital advertising increases the familiarity to the brand and contributes to the online reputation. By means of online platforms, consumers have become a brand's reputation support. Digital advertising narrative increases the memorability of brand messages. It convinces and informs the consumer. In addition, it must be compatible with the value judgments of that consumer. In this respect, the brand can provide significant contributions to online reputation management.

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How Concrete Language Shapes Customer Satisfaction

Journal of Consumer Research ◽

10.1093/jcr/ucaa038 ◽

2020 ◽

Cited By ~ 1

Author(s):

Grant Packard ◽

Jonah Berger

Keyword(s):

Consumer Behavior ◽

Customer Satisfaction ◽

Customer Service ◽

Text Analysis ◽

Person Perception ◽

Consumer Attitudes ◽

Attitudes And Behaviors ◽

Psychological Mechanism ◽

And Behaviors ◽

Concrete Language

Abstract Consumers are often frustrated by customer service. But could a simple shift in language help improve customer satisfaction? We suggest that linguistic concreteness—the tangibility, specificity, or imaginability of words employees use when speaking to customers—can shape consumer attitudes and behaviors. Five studies, including text analysis of over 1,000 real consumer–employee interactions in two different field contexts, demonstrate that customers are more satisfied, willing to purchase, and purchase more when employees speak to them concretely. This occurs because customers infer that employees who use more concrete language are listening (i.e., attending to and understanding their needs). These findings deepen understanding of how language shapes consumer behavior, reveal a psychological mechanism by which concreteness impacts person perception, and provide a straightforward way that managers could help enhance customer satisfaction.

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Concept and Importance of Online Reputation Management

Advances in Marketing, Customer Relationship Management, and E-Services - Managing Public Relations and Brand Image through Social Media ◽

10.4018/978-1-5225-0332-3.ch004 ◽

2016 ◽

pp. 47-60

Author(s):

Vinod Kumar Singh ◽

Naman Sharma

Keyword(s):

Reputation Management ◽

Successful Career ◽

Online Platforms ◽

Product Choices ◽

Long Time ◽

Good Reputation ◽

The Right ◽

Online Reputation ◽

Reputation Building

Gone are the days when Consumers had fewer product choices and companies had fewer sources of finding the right candidates for their work. Thanks to technology and globalization, things have changed. In this age of technology and speed, it becomes tough to overcome competition and make a successful career or business. One thing that may certainly help in achieving the above is a good reputation. Building a good reputation may take a long time but for maintaining it intact or destroying it entirely just takes few minutes. Online reputation is a newer term which basically deals with the rapport of a person or brand that has been build online. There are several online reputation management firms which earns millions of dollars every year from individuals and organizations just to maintain their good reputation on online platforms. This chapter discusses these concepts and techniques of online reputation management.

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Bioterrorism-Related Beliefs, Attitudes and Behaviors of Community-Based Clinicians

Prehospital and Disaster Medicine ◽

10.1017/s1049023x00010165 ◽

2002 ◽

Vol 17 (S2) ◽

pp. S48

Author(s):

Robyn R. M. Gershon ◽

Kristine A. Qureshi ◽

Stephen S. Morse ◽

Marissa A. Berrera ◽

Catherine B. Dela Cruz

Keyword(s):

Community Based ◽

Attitudes And Behaviors ◽

And Behaviors

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The Impact of Universal Suicide-Prevention Programs on the Help-Seeking Attitudes and Behaviors of Youths

Crisis ◽

10.1027/0227-5910/a000178 ◽

2013 ◽

Vol 34 (2) ◽

pp. 82-97 ◽

Cited By ~ 57

Author(s):

Bonnie Klimes-Dougan ◽

David A. Klingbeil ◽

Sarah J. Meller

Keyword(s):

Suicide Prevention ◽

Help Seeking ◽

Prevention Programs ◽

Universal Prevention ◽

Help Seeking Attitudes ◽

Attitudes And Behaviors ◽

Seeking Behavior ◽

And Behaviors ◽

Suicide Prevention Programs ◽

The Impact

Background: While the ultimate goal of adolescent suicide-prevention efforts is to decrease the incidence of death by suicide, a critical intermediary goal is directing youths toward effective sources of assistance. Aim: To comprehensively review the universal prevention literature and examine the effects of universal prevention programs on student’s attitudes and behaviors related to help-seeking. Method: We systematically reviewed studies that assessed help-seeking outcomes including prevention efforts utilizing (1) psychoeducational curricula, (2) gatekeeper training, and (3) public service messaging directed at youths. Of the studies reviewed, 17 studies evaluated the help-seeking outcomes. These studies were identified through a range of sources (e.g., searching online databases, examining references of published articles on suicide prevention). Results: The results of this review suggest that suicide-prevention programming has a limited impact on help-seeking behavior. Although there was some evidence that suicide-prevention programs had a positive impact on students’ help-seeking attitudes and behaviors, there was also evidence of no effects or iatrogenic effects. Sex and risk status were moderators of program effects on students help-seeking. Conclusions: Caution is warranted when considering which suicidal prevention interventions best optimize the intended goals. The impact on adolescents’ help-seeking behavior is a key concern for educators and mental-health professionals.

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