Hashtags in NWOM tweets
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2016-01-04
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nl
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Research about the negative (electronic) word-of-mouth has become more important and relevant the past couple of years. Lui (2006), among others, found that negative messages about products or services can have a negative influence on the consumer buying decision. Especially social media sites such as Twitter pose a threat to companies because of their high sparing potential. Webcare teams aim to minimize the damage caused by these shared negative messages. This study aims to find a relation between the most reoccurring hashtags on Twitter and the extent to which companies react to these complaint tweets, the type of complaint and the extent to which a dialogue exists. An accompanying pilot study aims to
find out how consumers perceive negative tweets and if these hashtags can have any significant influence on a company’s reputation. Among other results, it was found that hashtags, such as used on Twitter, seem not to have any significant influence on either webcare strategies and on the reputation. It was however found that consumers perceive negative tweets about products as being harmful for the company addressed in the tweet.
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