The effect of company responses to social media negative word of mouth: A text mining approach
Word-of-mouth (WOM) is emerging in importance for brand reputation and understanding of consumer behavior. Motivations to engage in WOM has been largely studied in marketing literature. How companies respond to WOM online was accounted in marketing literature to deliver distinguishing managerial res...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2019
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| Texto completo: | http://hdl.handle.net/10071/19428 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/19428 |