Investigating online response strategies to address negative word of mouth
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2019 |
| Outros Autores: | |
| Tipo de documento: | Artigo |
| Idioma: | por eng |
| Título da fonte: | Revista de Administração de Empresas |
| Texto Completo: | https://periodicos.fgv.br/rae/article/view/80870 |
Resumo: | The digital age has changed how brands communicate and interact with their consumers, and intensified the influence of negative word of mouth on a brand’s reputation. This study investigates which response strategies are employed to protect organizational reputation in the online environment. Accordingly, data were collected in two ways. First, ten semi-structured interviews were conducted with brand managers to identify strategies to minimize negative word of mouth in social media. Second, social media content of brands managed by the agencies were collected to determine if any other strategies were carried out. As a result in negative word of mouth companies prefer to apologize, hide the original message, respond inbox, or simply ignore the negative comments from consumers. |
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Investigating online response strategies to address negative word of mouthInvestigando as estratégias de respostas quanto ao boca a boca negativo on-lineSocial mediabrand managementword of mouth.Mídias sociaisgestão de marcasboca a bocaThe digital age has changed how brands communicate and interact with their consumers, and intensified the influence of negative word of mouth on a brand’s reputation. This study investigates which response strategies are employed to protect organizational reputation in the online environment. Accordingly, data were collected in two ways. First, ten semi-structured interviews were conducted with brand managers to identify strategies to minimize negative word of mouth in social media. Second, social media content of brands managed by the agencies were collected to determine if any other strategies were carried out. As a result in negative word of mouth companies prefer to apologize, hide the original message, respond inbox, or simply ignore the negative comments from consumers.A era digital modificou a forma como as empresas se comunicam e interagem com seus consumidores e intensificou a influência do boca a boca negativo na reputação das marcas. O presente artigo investiga quais estratégias de respostas estão sendo empregadas pelas empresas para proteger a reputação organizacional no ambiente on-line. Para atingir o objetivo do estudo, duas coletas de dados foram realizadas. A primeira consistiu na realização de 10 entrevistas semiestruturadas com gestores de marcas para levantar as estratégias utilizadas para minimizar o boca a boca negativo nas mídias sociais. A segunda foi feita com a coleta de conteúdo das marcas geridas pelas agências disponível nas mídias sociais com o intuito de verificar a presença de outras estratégias além das comentadas. Como principal resultado, observam-se situações em que as empresas preferem se desculpar, ocultar a mensagem, responder inbox ou simplesmente ignorar os comentários negativos dos consumidores. RAE - Revista de Administracao de Empresas RAE - Revista de Administração de EmpresasRAE-Revista de Administração de Empresas2019-12-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfapplication/pdfhttps://periodicos.fgv.br/rae/article/view/8087010.1590/S0034-759020200105RAE - Revista de Administracao de Empresas ; Vol. 60 No. 1 (2020): january-february; 33-46RAE - Revista de Administração de Empresas; Vol. 60 Núm. 1 (2020): january-february; 33-46RAE-Revista de Administração de Empresas; v. 60 n. 1 (2020): janeiro-fevereiro; 33-462178-938X0034-7590reponame:Revista de Administração de Empresasinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/rae/article/view/80870/77522https://periodicos.fgv.br/rae/article/view/80870/77521Copyright (c) 2019 RAE - Revista de Administração de Empresasinfo:eu-repo/semantics/openAccessFernandes, Roberta DuarteIsabella, Giuliana2020-03-14T00:00:34Zoai:ojs.periodicos.fgv.br:article/80870Revistahttps://rae.fgv.br/raeONGhttps://old.scielo.br/oai/scielo-oai.phprae@fgv.br||ilda.fontes@fgv.br||raeredacao@fgv.br2178-938X0034-7590opendoar:2024-03-06T13:06:04.699801Revista de Administração de Empresas - Fundação Getulio Vargas (FGV)true |
| dc.title.none.fl_str_mv |
Investigating online response strategies to address negative word of mouth Investigando as estratégias de respostas quanto ao boca a boca negativo on-line |
| title |
Investigating online response strategies to address negative word of mouth |
| spellingShingle |
Investigating online response strategies to address negative word of mouth Fernandes, Roberta Duarte Social media brand management word of mouth. Mídias sociais gestão de marcas boca a boca |
| title_short |
Investigating online response strategies to address negative word of mouth |
| title_full |
Investigating online response strategies to address negative word of mouth |
| title_fullStr |
Investigating online response strategies to address negative word of mouth |
| title_full_unstemmed |
Investigating online response strategies to address negative word of mouth |
| title_sort |
Investigating online response strategies to address negative word of mouth |
| author |
Fernandes, Roberta Duarte |
| author_facet |
Fernandes, Roberta Duarte Isabella, Giuliana |
| author_role |
author |
| author2 |
Isabella, Giuliana |
| author2_role |
author |
| dc.contributor.author.fl_str_mv |
Fernandes, Roberta Duarte Isabella, Giuliana |
| dc.subject.por.fl_str_mv |
Social media brand management word of mouth. Mídias sociais gestão de marcas boca a boca |
| topic |
Social media brand management word of mouth. Mídias sociais gestão de marcas boca a boca |
| description |
The digital age has changed how brands communicate and interact with their consumers, and intensified the influence of negative word of mouth on a brand’s reputation. This study investigates which response strategies are employed to protect organizational reputation in the online environment. Accordingly, data were collected in two ways. First, ten semi-structured interviews were conducted with brand managers to identify strategies to minimize negative word of mouth in social media. Second, social media content of brands managed by the agencies were collected to determine if any other strategies were carried out. As a result in negative word of mouth companies prefer to apologize, hide the original message, respond inbox, or simply ignore the negative comments from consumers. |
| publishDate |
2019 |
| dc.date.none.fl_str_mv |
2019-12-16 |
| dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares |
| format |
article |
| status_str |
publishedVersion |
| dc.identifier.uri.fl_str_mv |
https://periodicos.fgv.br/rae/article/view/80870 10.1590/S0034-759020200105 |
| url |
https://periodicos.fgv.br/rae/article/view/80870 |
| identifier_str_mv |
10.1590/S0034-759020200105 |
| dc.language.iso.fl_str_mv |
por eng |
| language |
por eng |
| dc.relation.none.fl_str_mv |
https://periodicos.fgv.br/rae/article/view/80870/77522 https://periodicos.fgv.br/rae/article/view/80870/77521 |
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Copyright (c) 2019 RAE - Revista de Administração de Empresas info:eu-repo/semantics/openAccess |
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Copyright (c) 2019 RAE - Revista de Administração de Empresas |
| eu_rights_str_mv |
openAccess |
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application/pdf application/pdf |
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RAE - Revista de Administracao de Empresas RAE - Revista de Administração de Empresas RAE-Revista de Administração de Empresas |
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RAE - Revista de Administracao de Empresas RAE - Revista de Administração de Empresas RAE-Revista de Administração de Empresas |
| dc.source.none.fl_str_mv |
RAE - Revista de Administracao de Empresas ; Vol. 60 No. 1 (2020): january-february; 33-46 RAE - Revista de Administração de Empresas; Vol. 60 Núm. 1 (2020): january-february; 33-46 RAE-Revista de Administração de Empresas; v. 60 n. 1 (2020): janeiro-fevereiro; 33-46 2178-938X 0034-7590 reponame:Revista de Administração de Empresas instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
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FGV |
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FGV |
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Revista de Administração de Empresas |
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Revista de Administração de Empresas |
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Revista de Administração de Empresas - Fundação Getulio Vargas (FGV) |
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rae@fgv.br||ilda.fontes@fgv.br||raeredacao@fgv.br |
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