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How do companies protect their brand reputation online in response to Negative Electronic Word-of-Mouth? A study of German companies

Lindenblatt, Aline (2014) How do companies protect their brand reputation online in response to Negative Electronic Word-of-Mouth? A study of German companies.

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Abstract:Due to the emergence of social media consumers are increasingly taking an active role in the co-creation of marketing content. As social media creates a 24/7 world of collaboration and interactivity, it is still treated as a threat rather than an influential asset by many companies. Consequently, for businesses and especially marketers it is essential to understand the power and influence of social media. It has been proved that many German firms lack the expertise and knowledge of communicating with consumers via this digital medium. Therefore, a study with twelve German firms from the service, industry and tourism sector has been conducted to examine whether German companies engage in social media and what practices they employ to protect their brand reputation online. It becomes obvious that German firms are registered on a variety of social media platforms. Nevertheless, some are missing a special representative and still underestimate the importance of social media, especially during a crisis. 2/3 of all companies have at least once made a negative experience online. However, employees see the need for more training in order to be prepared for potential negative publicity. For practical relevance, recommendations for a good social media strategy are proposed to support companies in preventing negative electronic word-of-mouth.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/65255
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