Negative Word of Mouth On Social Media: A Case Study of Deutsche Bahn’s Accountability Management

Negative Word of Mouth On Social Media: A Case Study of Deutsche Bahn’s Accountability Management

Abstract The advent of social media and its commodification have created a never-ending feedback loop between businesses and their customers. In this context, constant negative Word-of-Mouth (NWOM) may jeopardize a corporate image and cause defensiveness in corporate communication. This paper presen...

Full description

Bibliographic Details
Main Authors: Milad Mirbabaie, Stefan Stieglitz, Julian Marx
Format: Article
Language:English
Published: Springer 2023-02-01
Series:Schmalenbach Journal of Business Research
Subjects:
Negative Word-of-Mouth
Accountability
Social Media
Twitter
Online Access:https://doi.org/10.1007/s41471-022-00152-w

Internet

https://doi.org/10.1007/s41471-022-00152-w

Similar Items