Deck 1: Introduction

Question 1

What is a social media storm?

Answer 1

It is the sudden discharge of large quantities of messages containing nWOM (negative word-of-mouth) and complaint behavior against a person, company, or group in social media networks. In other words, it is an external force of rapid social media dissemination of negative consumer sentiment that can seriously endanger a company.

Question 2

What is electronic word-of-mouth?

Answer 2

Electronic word-of-mouth (eWOM) refers to informal communication that is accessible online that is about businesses, services and products. It refers to information that is generated by consumers and entails opinions about products and services that are shared online.

Question 3

What are the differences between WOM and eWOM?

Answer 3

The two significant differences of eWOM from regular word-of mouth (WOM) are the user anonymity and the online accessibility. It is evident that eWOM is a far more powerful form of WOM due to its immediacy, higher rich and easy accessibility through networks and presents a major corporate challenge.

Question 4

Does negative WOM have more negative impact on purchasing intention for high or low involvement products?

Question 5

What strategies did Benoit proposed for restoring the image of an organization?