Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Online Damage Control: The Effects of Proactive Versus React

No description

Leon van Heerden

on 25 August 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Online Damage Control: The Effects of Proactive Versus React

What has been your experience?
Reactive webcare
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

Proactive webcare

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?
Complaint Platforms
Two main platforms:


Findings of the Article
Consumers evaluate a brand higher if the company

responses viewed

Brand evaluations are higher following
responses on
brand-generated platforms

Not so much on
consumer-generated platforms
, why?
The Fun Part:
Full transcript