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

Detalhes bibliográficos
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
Resumo: 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.
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spelling Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedbackNegative word-of-mouthOnline feedbackAntecedentsFeedback response strategiesBrand-to-consumer communicationWord-of-mouth negativoFeedback onlineAntecedentesEstratégias de resposta a feedbackComunicação marca-consumidorThe 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.A seguinte tese tem dois principais objetivos: baseado num processo de investigação extensivo de literatura relevante, este estudo compreende um conjunto de variáveis relativas tanto aos antecedentes/determinantes de word-of-mouth negativo, como às diferentes estratégias de resposta a estas mensagens. Para além disso, a metodologia desta dissertação confronta os seus participantes com diferentes abordagens de resposta, com o objetivo de demonstrar quais as melhores práticas neste tipo de situações. Ademais, os dados primários da metodologia – um questionário online – abordam diretamente a significância das variáveis identificadas na literatura para os antecedentes e para os diferentes tipos de resposta a mensagens de word-of-mouth negativo. As conclusões aferidas são de valor considerável para gestores de comunicação por salientarem alguns dos sentimentos que levam os clientes a escrever comentários negativos e as melhores abordagens de resposta. Efetivamente, as principais ilações do estudo revelam que a grande maioria dos conceitos referidos na literatura se confirmam nesta metodologia e revelam práticas eficazes de responder a mensagens de word-of-mouth negativo.2021-12-28T12:34:55Z2021-12-13T00:00:00Z2021-12-132021-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/23829TID:202813371engValarinho, Frederico José Almeida de Colaçoinfo: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:RCAAP2023-11-09T17:29:03Zoai:repositorio.iscte-iul.pt:10071/23829Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:13:00.464755Repositório 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 Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
title Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
spellingShingle Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
Valarinho, Frederico José Almeida de Colaço
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
title_short Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
title_full Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
title_fullStr Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
title_full_unstemmed Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
title_sort Negative electronic word-of-mouth (NWOM): How to avoid and respond to negative online feedback
author Valarinho, Frederico José Almeida de Colaço
author_facet Valarinho, Frederico José Almeida de Colaço
author_role author
dc.contributor.author.fl_str_mv Valarinho, Frederico José Almeida de Colaço
dc.subject.por.fl_str_mv 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
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
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-28T12:34:55Z
2021-12-13T00:00:00Z
2021-12-13
2021-11
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/23829
TID:202813371
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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