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Online Damage Control: The Effects of Proactive Versus React

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by

Leon van Heerden

on 25 August 2014

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

Agenda
What has been your experience?
Discussion
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
Discussion

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?

Response?

Your feelings afterward?
Complaint Platforms
Two main platforms:

Consumer-generated




Brand-generated
Findings of the Article
Consumers evaluate a brand higher if the company
responds

Reactive
responses viewed
positively
on
all
platforms

Brand evaluations are higher following
proactive
responses on
brand-generated platforms

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