Global ETD Search

1	Företags hantering av negtiv elektronisk Word of Mouth : (för högengagemangsprodukter) Khosropour, Nina, Adawi, Duaa January 2020 (has links) Word of mouth is one of the most effective marketing techniques and have been for a long time. Studies have shown a difference in the effect of positive and negative electronic Word of mouth on consumers, the negative electronic Word of mouth have a greater impact on consumers. If companies don’t manage the negative WOM in the right way, they can lose market shares. Therefore, the aim of this study is to gain a deeper understanding on how companies manage the negative eWOM. To answer the issue qualitative interviews were made with five brands from the high involvement industry. An analysis was made with the empirical data and relevant theories. This study shows that with a strong brand and satisfied customers, companies can lower the impact of the negative eWOM. Word of mouth electronic word of mouth negative electronic word of mouth high engagement product digital marketing Word of mouth elektronisk word of mouth negativ elektronisk word of mouth högengagemangsprodukter digital marknadsföring Business Administration Företagsekonomi