Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities
Abstract
Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and...
Paper Details
Title
Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities
Published Date
Jan 18, 2019
Journal
Volume
83
Issue
3
Pages
1 - 21
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