Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback

• Autor(a) principal: Valarinho, Frederico José Almeida de Colaço
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/23829
• topic: Negative word-of-mouth; Online feedback; Antecedents; Feedback response strategies; Brand-to-consumer communication; Word-of-mouth negativo; Feedback online; Antecedentes; Estratégias de resposta a feedback; Comunicação marca-consumidor

The following thesis has two main goals: taking into account extensive research of valuable literature, whose study comprises a series of variables related to both the antecedents/determinants of negative word-of-mouth, and the different strategies that are used when responding to these messages. In addition, its methodology confronts the participants with different combinations of such responding approaches, which aims to showcase whether there is a clear best practice for these situations. Moreover, the primary data collected within the methodology – an online questionnaire – directly addressed the significance of the variables identified in the literature for the antecedents and the negative word-of-mouth response strategies. The conclusions reached are of important value for communication managers by highlighting some of the feelings that lead customers to write negative online comments and the best approaches to answer them. In fact, the major findings of the study reveal that most of the concepts showcased in the literature are confirmed in this methodology and reveal some of the best practices in responding to negative word-of-mouth.