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One Good Tweet Deserves Another: Essays on Firm Response to Positive Word of Mouth through Social Media


Abstract In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared to no response, leading to increased intentions to engage in future positive eWOM on behalf of the company, both through social media and online review websites... (more)
Created Date 2017
Contributor Cowley, Scott (Author) / Wiles, Michael (Advisor) / Olsen, Douglas (Committee member) / Kim, Sunghoon (Committee member) / Arizona State University (Publisher)
Subject Marketing / consumer engagement strategy / customer experience / customer relationship marketing / digital service strategy / positive word of mouth / social media
Type Doctoral Dissertation
Extent 124 pages
Language English
Copyright
Reuse Permissions All Rights Reserved
Note Doctoral Dissertation Business Administration 2017
Collaborating Institutions Graduate College / ASU Library
Additional Formats MODS / OAI Dublin Core / RIS


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Description Dissertation/Thesis