Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/29246 |
Resumo: | The growth of the Internet and social media platforms is changing the way how individuals communicate with each other. Through the fast communication, companies are facing negative word-of-mouth (NWOM) through social media channels. Therefore, it is of high importance to control and manage the spread of negative electronic word-of-mouth (eNWOM) and shouldn’t be underestimated by brands. This dissertation explores the differences between four online response strategies, aimed at managing NWOM during a social media crisis. Effects are analyzed over brand attitude and consumers intention to pass on NWOM. An in-between experimental study design was implemented. It aimed to analyze how participants´ brand attitude (BA) and intention to pass on NWOM changed, after being randomly exposed to one of the four response strategies. The main conclusion obtained shows, that all of the strategy combinations tested, had statistically significant differences among each other. Therefore, they were not equal within their effectiveness on the construct of BA and their intention to pass on NWOM. Thus, all hypotheses of this dissertation were accepted. The “mortification” and “delay and reducing offensiveness” strategy result to be the most effective strategies managing online firestorms. The “no action” strategy results to be the less effective strategy in managing firestorm situations. By exploring the field of electronic NWOM brands lack of preparation of how to respond to online firestorms was recognized. Which is why this dissertation will add not only academic but also managerial value within this field of research. |
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Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisisBrand attitudeCampaign failureCorrective actionDelayNo actioneNWOMFirestormsResponse strategySocial influence theorySocial mediaSocial media crisisMortificationNWOMDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe growth of the Internet and social media platforms is changing the way how individuals communicate with each other. Through the fast communication, companies are facing negative word-of-mouth (NWOM) through social media channels. Therefore, it is of high importance to control and manage the spread of negative electronic word-of-mouth (eNWOM) and shouldn’t be underestimated by brands. This dissertation explores the differences between four online response strategies, aimed at managing NWOM during a social media crisis. Effects are analyzed over brand attitude and consumers intention to pass on NWOM. An in-between experimental study design was implemented. It aimed to analyze how participants´ brand attitude (BA) and intention to pass on NWOM changed, after being randomly exposed to one of the four response strategies. The main conclusion obtained shows, that all of the strategy combinations tested, had statistically significant differences among each other. Therefore, they were not equal within their effectiveness on the construct of BA and their intention to pass on NWOM. Thus, all hypotheses of this dissertation were accepted. The “mortification” and “delay and reducing offensiveness” strategy result to be the most effective strategies managing online firestorms. The “no action” strategy results to be the less effective strategy in managing firestorm situations. By exploring the field of electronic NWOM brands lack of preparation of how to respond to online firestorms was recognized. Which is why this dissertation will add not only academic but also managerial value within this field of research.O crescimento das plataformas sociais tem vindo a modificar a maneira como nós comunicamos. Através da rápida comunicação entre nós e dentro das plataformas sociais, as empresas estão a enfrentar uma negativa comunicação “boca a boca”. Consequentemente, é necessário controlar e gerir a propagação deste tipo de comunicação. A presente tese explora a diferença entre quatro estratégias online que têm por objetivo gerir a comunicação “boca a boca” durante crises de mídia social. Os efeitos destas quatro estratégias são analisados de acordo com a atitude perante a marca e a intenção dos consumidores a comunicar negativamente “boca a boca”. Para tal, foi implementado um experimento com o objetivo de avaliar a mudança na atitude dos participantes em relação aos critérios descritos após serem aleatoriamente expostos a uma das quatro estratégias mencionadas. A principal conclusão do estudo demonstra que as quatro estratégias combinadas são estatisticamente diferentes umas das outras. Consequentemente, as estratégias não são iguais em termos de eficácia em construir uma atitude perante a marca ou em alterar a intenção em comunicar negativamente “boca a boca”. Deste modo, todas as hipóteses testadas são consideradas válidas. As estratégias de “humilhação” e de “atraso em reduzir a ofensa” demonstraram ser a mais eficientes em gerir crises online. Através de explorar a comunicação eletrónica de “boca a boca” as marcas demonstram uma falta de preparação na maneira como devem reagir a crisis online. Deste modo, a presente tese irá não só acrescentar valor académico, mas também valor dentro deste campo de pesquisa.Souto, Daniela Langaro da Silva doVeritati - Repositório Institucional da Universidade Católica PortuguesaJaworski, Madlen Nicol2020-01-15T09:49:45Z2019-07-0820192019-07-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/29246TID:202271889enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:34:48Zoai:repositorio.ucp.pt:10400.14/29246Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:23:28.895515Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis |
title |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis |
spellingShingle |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis Jaworski, Madlen Nicol Brand attitude Campaign failure Corrective action Delay No action eNWOM Firestorms Response strategy Social influence theory Social media Social media crisis Mortification NWOM Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis |
title_full |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis |
title_fullStr |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis |
title_full_unstemmed |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis |
title_sort |
Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis |
author |
Jaworski, Madlen Nicol |
author_facet |
Jaworski, Madlen Nicol |
author_role |
author |
dc.contributor.none.fl_str_mv |
Souto, Daniela Langaro da Silva do Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Jaworski, Madlen Nicol |
dc.subject.por.fl_str_mv |
Brand attitude Campaign failure Corrective action Delay No action eNWOM Firestorms Response strategy Social influence theory Social media Social media crisis Mortification NWOM Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand attitude Campaign failure Corrective action Delay No action eNWOM Firestorms Response strategy Social influence theory Social media Social media crisis Mortification NWOM Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The growth of the Internet and social media platforms is changing the way how individuals communicate with each other. Through the fast communication, companies are facing negative word-of-mouth (NWOM) through social media channels. Therefore, it is of high importance to control and manage the spread of negative electronic word-of-mouth (eNWOM) and shouldn’t be underestimated by brands. This dissertation explores the differences between four online response strategies, aimed at managing NWOM during a social media crisis. Effects are analyzed over brand attitude and consumers intention to pass on NWOM. An in-between experimental study design was implemented. It aimed to analyze how participants´ brand attitude (BA) and intention to pass on NWOM changed, after being randomly exposed to one of the four response strategies. The main conclusion obtained shows, that all of the strategy combinations tested, had statistically significant differences among each other. Therefore, they were not equal within their effectiveness on the construct of BA and their intention to pass on NWOM. Thus, all hypotheses of this dissertation were accepted. The “mortification” and “delay and reducing offensiveness” strategy result to be the most effective strategies managing online firestorms. The “no action” strategy results to be the less effective strategy in managing firestorm situations. By exploring the field of electronic NWOM brands lack of preparation of how to respond to online firestorms was recognized. Which is why this dissertation will add not only academic but also managerial value within this field of research. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-07-08 2019 2019-07-08T00:00:00Z 2020-01-15T09:49:45Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/29246 TID:202271889 |
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http://hdl.handle.net/10400.14/29246 |
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TID:202271889 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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