Investigating online response strategies to address negative word of mouth
The digital age has changed how brands communicate and interact with their consumers, and intensified the influence of negative word of mouth on a brand’s reputation. This study investigates which response strategies are employed to protect organizational reputation in the online environment. Accord...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2020-03-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://www.scielo.br/pdf/rae/v60n1/en_0034-7590-rae-60-01-0033.pdf |