6.6 Negative Virality

Herhausen et al. (2019) offer a framework for drivers of negative eWOM with strategies that usually employ by firms to militate negative eWOM. Level of arousal, structural tie strength, and linguistic style match can all affect the firestorm. Optimal strategy: the response must match the intensity of arousal in the negative eWOM

References

Herhausen, Dennis, Stephan Ludwig, Dhruv Grewal, Jochen Wulf, and Marcus Schoegel. 2019. “Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities.” Journal of Marketing 83 (3): 1–21. https://doi.org/10.1177/0022242918822300.