The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
Online Damage Control: The Effects of Proactive versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms
Abstract
Web 2.0 has empowered consumers to voice complaints with reduced costs (physical and psychological), and to share these with a multitude of other consumers on the Internet. As a public phenomenon, online complaints have a negative impact on consumers’ evaluations of brands that are under attack in online complaints. 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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Citations
Cites
The Effect of Word of Mouth on Sales: Online Book Reviews
Chevalier, J. A., & Mayzlin, D. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.345 · Cited by 6,003
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004) · Journal of Interactive Marketing · doi:10.1002/dir.10073 · Cited by 5,916
Tried and tested: The impact of online hotel reviews on consumer consideration
Vermeulen, I. E., & Seegers, D. (2009) · Tourism Management · doi:10.1016/j.tourman.2008.04.008 · Cited by 1,311
Beldad, A., de Jong, M., & Steehouder, M. (2010) · Computers in Human Behavior · doi:10.1016/j.chb.2010.03.013 · Cited by 754
Cited by
Li, F., Larimo, J., & Leonidou, L. C. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00733-3 · Cited by 996
Labrecque, L. I. (2014) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.12.003 · Cited by 971
A stage to engage: Social media use and corporate reputation
Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015) · Tourism Management · doi:10.1016/j.tourman.2014.09.005 · Cited by 515
Gretry, A., Horváth, C., Belei, N., & van Riel, A. C. R. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.01.012 · Cited by 229
Textual paralanguage and its implications for marketing communications
Luangrath, A. W., Peck, J., & Barger, V. A. (2017) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2016.05.002 · Cited by 221
Metadata
- Authors
- Van Noort, G., & Willemsen, L. M.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2012-08
- Volume
- 26
- Issue
- 3
- Pages
- 131-140
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2049702279
- Cited by
- 440
- References
- 4
- FWCI
- 39.65
- Type
- journal article
- Language
- en
- Open access
- closed
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- Van Noort, G., & Willemsen, L. M. (2012). Online Damage Control: The Effects of Proactive versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2011.07.001
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