Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth PDF
Preview Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth
i Consumer Behaviour and Social Network Sites This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of informa- tion diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how con- sumers process it. Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users’ behaviours with regards to negative social eWOM and how it can alter their decision-m aking journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand- to- consumer con- versation but not consumer- to- consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands. Sarah Zaraket received her PhD in Management Sciences at Pantheon- Sorbonne University, Paris, France. She conducts research on consumer behaviour on social media and has taught several courses on digital marketing, research methodology and innovation. Sarah has assisted many brands in successfully building their social media strategies. ii Routledge Focus on Business and Management The fields of business and management have grown exponentially as areas of research and education. This growth presents challenges for readers trying to keep up with the latest important insights. Routledge Focus on Business and Management presents small books on big topics and how they intersect with the world of business research. Individually, each title in the series provides coverage of a key academic topic, whilst collectively the series forms a comprehensive collection across the business disciplines. Entrepreneurial Urban Regeneration Business Improvement Districts as a Form of Organizational Innovation Rezart Prifti and Fatma Jaupi Strategic University Management Future Proofing Your Institution Loren Falkenberg and M. Elizabeth Cannon Innovation in Africa Fuelling an Entrepreneurial Ecosystem for Growth and Prosperity Deseye Umurhohwo Consumer Behaviour and Social Network Sites The Impact of Negative Word of Mouth Sarah Zaraket Artificial Intelligence in Accounting Practical Applications Cory Ng and John Alarcon For more information about this series, please visit: www.routledge.com/ Routledge- Focus- on- Business- and- Management/ book- series/ FBM iii Consumer Behaviour and Social Network Sites The Impact of Negative Word of Mouth Sarah Zaraket iv First published 2021 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 52 Vanderbilt Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2021 Sarah Zaraket The right of Sarah Zaraket to be identified as author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing-i n- Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-i n- Publication Data A catalog record has been requested for this book ISBN: 978- 0- 367- 53283- 3 (hbk) ISBN: 978- 1- 003- 08127- 2 (ebk) Typeset in Times New Roman by Newgen Publishing UK v To my father. The first person that liked and shared my story long before Facebook ever existed. Thank you for always being a beacon of positivity and truth even when it was easier to spread negative words … vi vii Contents List of figures viii Acknowledgements ix Introduction 1 1 Once upon a word… 3 2 … social media amplified the voice for WOM 20 3 People started talking negatively about brands on SNS … 36 4 … this impacted other consumer’s reactions 48 5 So how can you deal with NSWOM? 67 Conclusion 79 References 81 Index 97 viii Figures 1.1 The classical model of communication 9 1.2 Types of eWOM communication 15 1.3 The evolution of the negative word 19 2.1 The escalation of NSWOM 31 3.1 The consumer decision journey on SNS 39 4.1 Processing NSWOM 65 5.1 Dealing with NSWOM and brand crisis 78 ixnewg e nprepdf Acknowledgements I’ve always been fascinated by words and how people use them to tell their stories. The story of the influence of words is one I’ve wanted to tell for a while now. I would like to thank every single person that contributed in making this story see the light of day. Thank you to the outstanding people at Routledge for their follow up and their undeniable professionalism, even during tough times. Thank you to my amazingly supportive friends. Thank you to my incredible brothers, the light of my life. Thank you to my one of a kind father who instilled in me the love of knowledge and intellectual curiosity. Thank you to my guardian angel and eternal source of inspiration, my mother, not a day goes by where I don’t miss you more.
The list of books you might like
