Format:
1 online resource (109 pages)
ISBN:
9781000327601
Series Statement:
Routledge Focus on Business and Management Ser
Note:
Description based on publisher supplied metadata and other sources
,
Cover -- Half Title -- Series Information -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Figures -- Acknowledgements -- Introduction -- 1 Once upon a word... -- Rumors or word of mouth? -- Towards a comprehensive definition of WOM -- WOM in marketing: the birth of WOMM -- Identifying persuasion mechanisms to better understand WOM -- Negative WOM -- What is negative WOM? -- Negative WOM vs positive WOM -- Some impacts of negative WOM -- From clicks back to clicks... How the Internet gave rise to electronic word of mouth (eWOM) -- From word of mouth (WOM) to electronic word of mouth (eWOM) -- Word of Mouth (WOM) and Electronic Word of Mouth (eWOM): similar yet divergent -- The scope of the message -- Sustainability and accessibility -- The available and observable nature of the eWOM -- The anonymity of the source -- Different types of eWOM -- Electronic word of mouth components -- How the sender of the message may impact its reception offline and online -- How the content of the message is interpreted by the receivers -- How the receiver's personal factors impact his interpretation of the message -- How the receiver reacts to the negative eWOM -- 2 ... social media amplified the voice for WOM -- From NWOM to NSWOM: when NWOM gets up close and social -- Social media vs social network sites -- NSWOM across platforms -- The drastic consequences of NSWOM: depicting negative consumer behavior -- Why is NSWOM so important for brands? -- The escalation of NSWOM: online firestorms, boycott, and sabotage -- Online firestorms: information diffusion similar to epidemics -- Boycotts, an instrumental aggression -- Brand sabotage, a hostile aggression -- 3 People started talking negatively about brands on SNS ... -- Consumer decision journey and the ZMOT -- Why do people instigate NSWOM? -- Individual factors as a drive for NSWOM.
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Impression management -- Emotion regulation -- Damage repair -- Social factors as a drive for NSWOM -- Bonding with others -- Warning others -- Informing others -- Contextual factors as a drive for NSWOM -- Other factors that dictate information diffusion -- The impact of NSWOM on sender's behavior -- Effects of creating NSWOM on senders -- Notes -- 4 ... this impacted other consumer's reactions -- How receivers process NSWOM -- Processing persuasive communication -- Factors taken into account while processing NSWOM -- Appraisal -- Attribution -- Memory -- Impact of NSWOM on cognition and emotions -- Cognitive processing of NSWOM -- Factors impacting credibility -- Emotional processing of NSWOM -- Factors impacting emotions -- The reaction towards the message: adoption of the message -- Reactions towards the brand: behavioral impacts -- Brand attitude and brand avoidance -- eWOM and WOM behaviors -- Non purchasing behaviors -- How does this translate for marketers? What makes a NSWOM shareable? -- Notes -- 5 So how can you deal with NSWOM? -- Before the crisis/NSWOM: monitoring social network sites -- Anticipating value-based failures... -- ... and product/service based failures -- Tracking conversations about the brand -- Determining NSWOM to be addressed -- During the crisis/NSWOM: response strategies -- Choosing a response strategy: accommodative or defensive? -- After the crisis/NSWOM: measure and monitor results -- Follow back, measure and keep track -- Monitoring online and offline communications and channels -- Notes -- Conclusion -- References -- Index
Additional Edition:
Erscheint auch als Druck-Ausgabe Zaraket, Sarah Consumer Behaviour and Social Network Sites Milton : Taylor & Francis Group,c2020 ISBN 9780367532833
Language:
English
Subjects:
Economics
Keywords:
Verbraucherverhalten
;
Internet
;
Social Media
;
Mund-zu-Mund-Werbung
;
Negative Verstärkung
