INVESTIGATING ONLINE RESPONSE STRATEGIES FOR ADDRESSING NEGATIVE WORD OF MOUTH

ABSTRACT

The digital age has transformed how brands communicate and interact with their customers. One consequence is that the effect of negative word of mouth on a brand’s reputation has intensified. This study investigates various response strategies employed to protect organizations’ reputations in the online environment. Accordingly, it collected data through two methods. First, 10 semi-structured interviews were conducted with brand managers to identify the strategies that they used to minimize negative word of mouth in social media. Second, the social media interventions of different brands under management by agencies were collected to complement the interviews, and determine whether any additional strategies could be identified. The results showed that, when negative word of mouth events occurred, companies preferred to either apologize, hide the original message, respond in private rather than in public, or simply ignore the negative comments from customers.

KEYWORDS:
Social media; brand management; word of mouth; response strategy; consumer