Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness

摘要: Social media enable consumers to easily share satisfying or unsatisfying consumption experiences with a multitude of other consumers. The result is wealth electronic word mouth (eWOM), varying in tone from very positive negative. For companies, the circulation negative eWOM source great concern. Unsatisfactory experiences, which were previously communicated as complaints only company representative few peers, are now publicly available through eWOM, can seriously damage company’s reputation and sales (e.g., Van Laer De Ruyter, 2010).