Dealing with firestorms : brand strategies to manage negative word of mouth during social media crisis

The growth of the Internet and social media platforms is changing the way how individuals communicate with each other. Through the fast communication, companies are facing negative word-of-mouth (NWOM) through social media channels. Therefore, it is of high importance to control and manage the sprea...

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Detalhes bibliográficos
Autor principal: Jaworski, Madlen Nicol (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2020
Assuntos:
Brand attitude
Campaign failure
Corrective action
Delay
No action
eNWOM
Firestorms
Response strategy
Social influence theory
Social media
Social media crisis
Mortification
NWOM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/29246
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/29246

Texto Completo

http://hdl.handle.net/10400.14/29246

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