Start Date

11-12-2016 12:00 AM

Description

With the rising popularity of online social networks it became much easier for firms to spread viral messages for marketing purposes. But on the reverse side, negative messages can also spread much more easily and may harm the reputation of a firm severely. Therefore, we investigate how firms can react on negative word of mouth in online social networks with the help of positive word of mouth. For this, we develop a novel diffusion model that incorporates several new aspects: the aging of a message, the content of a message, the change of opinion, the delay between the negative message and the firm's reaction, and different kinds of markets. Results show that a firm is better off when reacting with a carefully designed message even if it takes some time instead of reacting quickly or with multiple seeds but with a message of lower quality.

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Dec 11th, 12:00 AM

The Quicker One is the Better One? − How to Fight Negative Word of Mouth

With the rising popularity of online social networks it became much easier for firms to spread viral messages for marketing purposes. But on the reverse side, negative messages can also spread much more easily and may harm the reputation of a firm severely. Therefore, we investigate how firms can react on negative word of mouth in online social networks with the help of positive word of mouth. For this, we develop a novel diffusion model that incorporates several new aspects: the aging of a message, the content of a message, the change of opinion, the delay between the negative message and the firm's reaction, and different kinds of markets. Results show that a firm is better off when reacting with a carefully designed message even if it takes some time instead of reacting quickly or with multiple seeds but with a message of lower quality.