Sociale media, word of mouth (e-wom), webcare.

Abstract

This study tries to examine the perceivable factors of neWOM and to what extend relations within and between neWOM and webcare can be observed. Previous studies showed that consensus influences WOM, and that new webcare strategies such as accommodative reactions and the use of human voice can have positive impacts on customers’ opinion forming. Based on a corpus of 3,059 tweets we tried to investigate relations and characteristics of neWOM within as well as between account features, text attributes, complaints, organization’s sectors and corresponding webcare strategies. Thereby, this study found and recorded several correlations between the investigated features and webcare, which supports its inventory approach.