Managing Negative Word-of-Mouth on Social Media Platforms

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Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral reactions towards organizational complaint handling in the context of social media and to empirically test the effect of the two most resource-intensive response options of compensation and explanation. With the help of a profound experimental design, the author detects strategies on how hotel companies should respond towards negative online customer reviews in order to increase the observer’s purchase intention and the hotel company’s return on complaint management. Contents Relevance of Responding to Negative Online Customer ReviewsThe Hotel Industry and its Development since the Emergence of Web 2.0Differentiation of Classical Service Recovery Management and Service Recovery Management in the Context of Social MediaDevelopment of a Conceptual Basis Explaining Observers’ Behavioral Reactions towards Complaint Handling on Social Media PlatformsEmpirical Analysis and Validation of Management Response Content Target Groups Researchers and students in the fields of marketing, communication and digital marketingPractitioners in these areas The Author Dr. Ines Nee received her PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at the University of Bremen.