Abstract
Social media enable consumers to easily share satisfying or unsatisfying consumption experiences with a multitude of other consumers. The result is a wealth of electronic word of mouth (eWOM), varying in tone from very positive to very negative. For companies, the circulation of negative eWOM is a source of great concern. Unsatisfactory consumption experiences, which were previously communicated as complaints only to a company representative or a few peers, are now publicly available through negative eWOM, which can seriously damage a company’s reputation and sales (e.g., Van Laer and De Ruyter, 2010).
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Willemsen, L., Neijens, P., Bronner, F. (2013). Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_5
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