Conference Proceedings

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

Stephan Ludwig, Dennis Herhause, Dhruv Grewal, Jochen Wulf, Marcus Schloegel

Proceedings of 48th European Marketing Academy Conference | European Marketing Academy Conference | Published : 2019

Abstract

Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining customers. A text-mining study of negative eWOM demonstrates distinct impacts of high and low arousal emotions, structural tie strength, and linguistic style match (bet ween sender and brand community) on ..

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University of Melbourne Researchers