... dimensions and the framing of tweets in the context of brand transgressions differed in characteristics, sentiment, call to action and the extent to which the messages were shared. The findings contradict traditional negative word-of-mouth studies involving idiosyncratic service and product failure. During...

..., as well as their impact on positive and negative word-of-mouth. In addition, the research further investigates which negative salesperson attributes have an impact on overall customer experience and satisfaction. Design/methodology/approach Role theory and expectancy-disconfirmation theory form...

... the brand community is the strongest outcome, followed by word-of-mouth and purchase intention. Research limitations/implications This research indicates that marketers should focus on creating content on Facebook brand communities that appeals to the hedonic needs of consumers, such as brand...

...Steven Leon; Hoon Choi Purpose This study aims to examine how the number of choices consumers have influences provider satisfaction, plan satisfaction and positive word-of-mouth (WOM) in the health insurance industry. Design/methodology/approach Partial least squares (PLS) and structural...

...Magnus Söderlund; Jan Mattsson Purpose This paper aims to examine the impact of thinking about an event as an antecedent to subsequent talk about this event with others (i.e. word-of-mouth). Thinking has been a neglected variable in word-of-mouth research, despite the fact that several conceptual...

... of this intermediary on contributors’ willingness to participate in crowdfunding projects. Design/methodology/approach An online survey measures the relative effect of contributors’ attitudes towards the crowdfunding platform on two key behaviours: willingness to share word-of-mouth and willingness to participate...

...Beatriz Moliner-Velázquez; María-Eugenia Ruiz-Molina; Teresa Fayos-Gardó Purpose – The purpose of this paper is, first, to analyze the direct effects of the relationship chain “causal attributions and recovery efforts → satisfaction with service recovery → conventional and online word-of-mouth...

..., North Easton, MA. © Emerald Group Publishing Limited 2012 --> Word‐of‐mouth Buzz marketing Diffusion of innovations The book formulates seven principles for creating a buzz marketing/word‐of‐mouth (WOM) campaign so powerful as to make a product spread like an epidemic...

... strategies and tactics regarding issues such as social media marketing; e‐word of mouth, social media metrics, customer engagement and viral marketing. The book is also enriched with numerous short and extensive applied examples that better illustrate the practical applications and implications of these new...