Non disponible en magasin. Online customer-to-customer articulations have been proven to impact consumer attitudes and behavior and have therefore direct impact on a product's success and a company's performance.
The aim of this paper is to approach a response to the question how companies should deal with negative electronic Word-of-Mouth eWOM. After a brief introduction to prior research of eWOM and its valence, the development and consequences of negative online articulations will be dis-cussed. Seller Inventory APC Anonym How to deal with negative electronic Word-of-Mouth?
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How to Deal with Negative Electronic Word-Of-Mouth?
Seller Image. Paperback or Softback Anonym. With eWOM gaining increasing popularity among consumers, it is crucial for marketers to learn how to use and harness its power. Having certain predictability of where consumers are more likely to post their positive or negative product reviews and the most influential motives lying behind their choice of online opinion platform will undoubtedly help marketers to control and even benefit from eWOM. Given the great number of online venues e.
By integrating the traditional motives to engage in positive and negative eWOM with some distinctive features of a marketer-controlled vs.