Question 1

Does negative WOM have more negative impact on purchasing intention for high or low involvement products?

Accepted Answer

In fact, the negative impact of nWOM on purchasing intention and brand equity seems to be more significant for high involvement products.

Question 2

What is a social media storm?

Accepted Answer

It is the sudden discharge of large quantities of messages containing nWOM (negative word-of-mouth) and complaint behavior against a person, company, or group in social media networks. In other words, it is an external force of rapid social media dissemination of negative consumer sentiment that can seriously endanger a company.

Question 3

What strategies did Benoit proposed for restoring the image of an organization?

Accepted Answer

Benoit proposed five specific strategies to combat the attack and restore the image of an organization. These are: denial, evasion of responsibility, reducing offensiveness, corrective action and mortification.

Question 4

What is electronic word-of-mouth?

Accepted Answer

The answer of What is electronic word-of-mouth?...

Question 5

What are the differences between WOM and eWOM?

Accepted Answer

The answer of What are the differences between WOM and...

Exam 1: Introduction

Does negative WOM have more negative impact on purchasing intention for high or low involvement products?

What is a social media storm?

What strategies did Benoit proposed for restoring the image of an organization?

What is electronic word-of-mouth?

What are the differences between WOM and eWOM?