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Online Damage Control: The Effects of Proactive Versus React
Transcript of Online Damage Control: The Effects of Proactive Versus React
What has been your experience?
The growth of online complaints
Its become public and consumers have more power
Top-down --> Bottom-up
Negative electronic word-of-mouth has detrimental effects
How to respond to customer complaints online
Conducted a study (experiment)
Whats the article about?
Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms
Guda van Noort & Lotte M. Willemsen
Presented by: Leon van Heerden
Time for a fun video!!
Reactive and Proacive Webcare
Webcare = intervening in electronic NWOM
Reactive webcare = requested by complainant
Proposed to be effective independent of platform
Proactive webcare = not requested
Proposed to initiate favourable brand evaluation dependent on platform
Introduction to the article
What is reactive and proactive webcare?
What are consumer and brand-generated platforms?
Findings of the article
Complain about a company/brand?
On which platform?
Your feelings afterward?
Two main platforms:
Findings of the Article
Consumers evaluate a brand higher if the company
Brand evaluations are higher following
Not so much on
The Fun Part: