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Published on Oct 3, 2013
In "How negative is negative word-of-mouth?" Professor Ed Malthouse and Research Associate Su Jung Kim discuss how posting and viewing negative word-of-mouth reactions on a brand-generated online community or social media platform affects customer purchase behaviors. The presentation is based on a study conducted by the Medill IMC Spiegel Digital and Database Research Initiative. The presentation also includes proposes different communication strategies for companies to implement when responding to negative word-of-mouth comments.