De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

Online damage control: the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms

Rechten: Alle rechten voorbehouden

Online damage control: the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms

Rechten: Alle rechten voorbehouden

Samenvatting

Web 2.0 has empowered consumers to voice complaints with reduced costs (physical and psychological), and to share these with a multitude of other consumers on the Internet. As a public phenomenon, online complaints have a negative impact on consumers' evaluations of brands that are under attack in online complaints. By means of an experiment, we study the most effective means for companies to counter complaints as expressed in negative electronic word of mouth (NWOM). The results show that negative brand evaluations engendered by NWOM can be attenuated by webcare interventions dependent on type of strategy (proactive vs. reactive) and platform used (consumer-generated vs. brand-generated blog). This effect appeared to be mediated by conversational human voice. The findings are discussed in the light of practical implications for online complaint management.

OrganisatieHogeschool Rotterdam
LectoraatKenniscentrum Creating 010
Gepubliceerd inJournal of Interactive Marketing Vol. 26 (2011), Uitgave: 3, Pagina's: 131-140
Datum2011-09-09
TypeArtikel
ISSN1094-9968
DOI10.1016/j.intmar.2011.07.001
TaalEngels

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk