University of Twente Student Theses


Current state of online response strategies in literature and its future direction

Miller, Veronika (2014) Current state of online response strategies in literature and its future direction.

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Abstract:Nowadays social media does not have only a high impact and influence on individuals and groups, but also on business sectors. Consequently, appropriate response strategies to overcome reputational damage are needed. The purpose of this conceptual paper is to identify the current state of literature and develop propositions as an incentive for future research. Previous investigation has concentrated solely on the importance of the World-Wide-Web, possible threats and their effects. However, previous research has failed to develop effective techniques for organizations to deal with customers’ complaints in social media. Accordingly, due to a lack of response strategies the current state of literature is very limited. The absence of proper strategies can lead to radical effects organizations need to deal with. In negative comments and reviews in form of tweets on Twitter, comments on Facebook and videos on YouTube customers complain about quantity of products and services. It can even scare away potential customers. The paper will underline the urgency of further studies and motivate researchers to fill the gap of information. The expansion of studies will provide companies with the necessary response strategies they can integrate as guidelines in their organizational processes.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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