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A Study of NWOM on Internet：Case Study on Public Figures
Zeng, Yu Huei
Zeng, Yu Huei
Negative Word of Mouth
Electronic Word of Mouth
|Issue Date: ||2016-08-22 10:44:46 (UTC+8)|
Since the rise of social media and the spread of mobile devices, sharing comments, advice and information with people on the internet without the constraints of time and space has become part of modern life and has resulted in major changes to how people receive information. Because of these changes, one particular issue has become more important than before: the influence of electronic word of mouth (EWOM), especially the negative type. Word of mouth has long been a topic of research, and researchers have found that negative word of mouth (NWOM) can have a greater impact than positive or neutral word of mouth. Furthermore, EWOM can spread faster and wider than traditional WOM. Thus, if negative word of mouth were spread via electronic channels such as social media on internet, it can cause unimaginable damage to the target individual or organization. To date, few studies focus on public figures’ negative EWOM. However, public figures play important roles in many areas because of their high attention from society and may sometimes be the target of negative EWOM.
Based on the above, this study seeks answers to the following questions: Why do people on the internet reply negatively to the target public figures (negative EWOM motivation)? What types of negative content do people on the internet generate toward the public figures? What types of strategies may be applied to deal with different types of negative EWOM and negative EWOM motivation more frequently?
This study first searched and reviewed previous literature related to NWOM, EWOM and public figures and categorized a few motivation, types of negative content and strategies. We then chose twenty case studies, and collected comments about these twenty cases on PTT, the largest terminal-based bulletin board system (BBS) based in Taiwan. Based on the using words of these comments, we can find out new motivation and new types of negative content did not exist in previous literature. Furthermore, we tracked how these public figures deal with NWOM, and tried to find out new patterns of strategies.
The research results can help managers and researchers prevent crises caused by negative EWOM or take appropriate approaches for these crises.
Keywords: Negative Word of Mouth, Electronic Word of Mouth, Public Figures
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0103356003|
|Data Type: ||thesis|
|Appears in Collections:||[資訊管理學系] 學位論文|
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