- Humanizing online brand communications in response to negative word of mouth: the effects of proactive and reactive webcare
- 10th International Conference on Research in Advertising (ICORIA)
- Book/source title
- The 10th ICORIA 2011 Berlin: June 23rd-25th 2011: conference programme [DVD]
- European Advertising Academy
- Document type
- Conference contribution
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
By means of an experiment, we study the most effective means for companies to counter complaints as expressed in negative electronic word of mouth (NWOM). The results show that negative brand evaluations engendered by NWOM, can be attenuated by webcare interventions dependent on type of strategy (proactive vs. reactive) and platform used (consumer-generated vs. brand-generated blog). This effect appeared to be mediated by conversational human voice. The findings are discussed in the light of practical implications for online complaint management.
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