More than 65 million firms leverage online brand communities to connect with customers and increase online reputation, brand patronage, and customer spending. However, online communities are vulnerable to online firestorms and negative electronic word of mouth (eWOM). This webinar features Professor Dennis Herhausen (KEDGE Business School) and Stephan Ludwig (University of Melbourne) who offer online community managers advice regarding the conditions that make eWOM go viral and how to detect and prevent online firestorms.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242918822300
Read the Scholarly Insight for this article here.