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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Bibliographic Details
Main Author: Correia, Liliane Patrícia Lopes (author)
Format: masterThesis
Language:eng
Published: 2019
Subjects:
NWOM
Response satisfaction
Online
Satisfação de resposta
Comportamento do consumidor > Consumer behavior
Marketing
Marca
Satisfação do cliente
Rede social
Online Access:http://hdl.handle.net/10071/19428
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/19428

Internet

http://hdl.handle.net/10071/19428

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