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COMPLAINING COMPLIMENTING AND WORD-OF-MOUTH
Abstract
The rise of digital platforms has changed how, when and where consumers communicate with each other (consumer-to- consumer, C2C) and with firms (consumer-to-business, C2B). Word-of-mouth (WOM) behavior has evolved in the digital age. Complaints and compliments are no longer just words. C2B and C2C Marketing communication is increasingly played out in other media and in view of others. An updated typology of complaint channels is proposed.
The rise of incentivized and solicited C2B and C2C communication creates new challenges to both consumers and marketers. This paper provides unambiguous definitions that encompass the various types of communication methods, motives and channels.
References
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Brown, J. J., & Reingen, P. H. (1987). “Social ties and word-of-mouth referral behavior”. Journal of Consumer Research, 14(3), 350-362.
Buttle, F. A. (1998). “Word of mouth: understanding and managing referral marketing”. Journal of Strategic Marketing, 6(3), 241-254.
Carroll, D. (2009) United Breaks Guitar. Retrieved from https://www.youtube.com/watch?v=5YGc4zOqozo
Carter, K. (2015, June 30), TripAdvisor Study Reveals 42% of Travelers Worldwide Use Smartphones to Plan or Book Their Trips” Retrieved from http://ir.tripadvisor.com/releasedetail.cfm?ReleaseID=919990.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal Of Marketing Research, 43(3), 345-354.
De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
Finn, J. (1995, June 5), “Starbucks got him steamed now he fights coffee chain” Baltimore Sun.
Harris, D. (2016 Nov 11), “New Balance faces social media firestorm after Trump comments” Retrieved from http://www.bizjournals.com/boston/news/2016/11/11/new-balance-faces-social-media-firestorm-after.html.
Hennig?Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). “Electronic word?of?mouth via consumer?opinion platforms: What motivates consumers to articulate themselves on the Internet?” Journal of Interactive Marketing, 18(1), 38-52.
Hirschman, A. O. (1970) ‘Exit, voice and loyalty: Responses to decline in firms, organizations and states’, Harvard University Press, Cambridge, MA.
Hsu, C.-L., Lin, J. C.-C., & Chiang, H.-S. (2013). The effects of blogger recommendations on customers’online shopping intentions. Internet Research, 23(1), 69–88.
Ipsos Media, Retrieved from http://corp.crowdtap.com/socialinfluence.
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Lang, B., & Hyde, K. F. (2013). “Word of mouth: what we know and what we have yet to learn.” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 26, 1.
Mangold, G.W., Miller, F., & Brockway, G. R. (1999). Word-Of-Mouth Communication In The Service Marketplace. Journal of Services Marketing, 13(1), 73-89.
Mayzlin, D., Dover, Y., & Chevalier, J. (2014). “Promotional reviews: an empirical investigation of online review manipulation” American Economic Review, 104(8), 2421–2455.
McGraw, A. P., Warren, C., & Kan, C. (2015). “Humorous complaining”. Journal of Consumer Research, 41(5), 1153-1171.
Packer, A (2008 Feb 6) “Woman jailed for picketing jeweler,” Las Vegas Review Journal.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). “Strategic brand concept-image management”. The Journal of Marketing, 135-145.
Perez, S. (2016 Oct 3), “Amazon bans incentivized reviews tied to free or discounted products”, Retireved from https://techcrunch.com/2016/10/03/amazon-bans-incentivized-reviews-tied-to-free-or-discounted-products/.
Perrin, A. (2015 Oct 8), “Social media usage: 2005 – 2015”, Retrieved from http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/.
Pfeffer, J., Zorbach, T., & Carley, K. M. (2014). Understanding online firestorms: Negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications, 20(1-2), 117-128.
Richardson V., (2016 Dec 25) “Professor who harassed Ivanka Trump on airplane hit with bad book reviews”, Retrieved from http://www.washingtontimes.com/news/2016/dec/25/professor-who-harassed-ivanka-trump-on-airplane-hi/ .
Singh, J. (1990). A typology of consumer dissatisfaction response styles. Journal of retailing, 66(1), 57-100.
Siu, E. (2015), 10 User Generated Content Campaigns That Actually Worked. Retrieved from
https://blog.hubspot.com/marketing/examples-of-user-generated-content#sm.00001q7hvz5z1xeenrofi503xminn.
Sundaram, D.S. Kaushik Mitra, and Cynthia Webster (1998) ,"Word-Of-Mouth Communications: a Motivational Analysis", in NA - Advances in Consumer Research Vol 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 527-531.
Tuttle, B. (2015, July 22), 10 Funniest & Most Creative Consumer Complaints Ever. Retrieved from http://time.com/money/3965118/funny-effective-consumer-complaints/.
Wabha, Phil, (2015 Nov 30) More Americans Shopped Online than at Stores over Black Friday Weekend, Retrieved from http://fortune.com/2015/11/29/online-shoppers-black-friday/.
Word of Mouth Marketing Association (WOMMA) (2011), “WOM 101”, Retrieved from http://womma.org/wom101/4/.
Anderson, M. (2015, Oct 29), “Technology Device Ownership: 2015, Retrieved from http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/.
Arndt, J. (1967). Word of Mouth Advertising: A Review Of The Literature. Advertising Research Foundation.
Bazaar Voice, Talking to Strangers: Millennials Trust People over Brands, Retrieved from http://resources.bazaarvoice.com/rs/bazaarvoice/images/201202_Millennials_whitepaper.pdf.
Beal, Vlangie, Blog Retrieved from http://www.webopedia.com/TERM/B/blog.html.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607.
Brown, J. J., & Reingen, P. H. (1987). “Social ties and word-of-mouth referral behavior”. Journal of Consumer Research, 14(3), 350-362.
Buttle, F. A. (1998). “Word of mouth: understanding and managing referral marketing”. Journal of Strategic Marketing, 6(3), 241-254.
Carroll, D. (2009) United Breaks Guitar. Retrieved from https://www.youtube.com/watch?v=5YGc4zOqozo
Carter, K. (2015, June 30), TripAdvisor Study Reveals 42% of Travelers Worldwide Use Smartphones to Plan or Book Their Trips” Retrieved from http://ir.tripadvisor.com/releasedetail.cfm?ReleaseID=919990.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal Of Marketing Research, 43(3), 345-354.
De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
Finn, J. (1995, June 5), “Starbucks got him steamed now he fights coffee chain” Baltimore Sun.
Harris, D. (2016 Nov 11), “New Balance faces social media firestorm after Trump comments” Retrieved from http://www.bizjournals.com/boston/news/2016/11/11/new-balance-faces-social-media-firestorm-after.html.
Hennig?Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). “Electronic word?of?mouth via consumer?opinion platforms: What motivates consumers to articulate themselves on the Internet?” Journal of Interactive Marketing, 18(1), 38-52.
Hirschman, A. O. (1970) ‘Exit, voice and loyalty: Responses to decline in firms, organizations and states’, Harvard University Press, Cambridge, MA.
Hsu, C.-L., Lin, J. C.-C., & Chiang, H.-S. (2013). The effects of blogger recommendations on customers’online shopping intentions. Internet Research, 23(1), 69–88.
Ipsos Media, Retrieved from http://corp.crowdtap.com/socialinfluence.
Kaplan (2016, May 4) “The Inventor of Customer Satisfaction Surveys Is Sick of Them, Too, Retrieved from https://www.bloomberg.com/news/articles/2016-05-04/tasty-taco-helpful-hygienist-are-all-those-surveys-of-any-use.
Kim, J., Naylor, G., Sivadas, E., & Sugumaran, V. (2016). “The unrealized value of incentivized eWOM recommendations”. Marketing Letters, 27(3), 411-421.
Kulmala, M., Mesiranta, N., & Tuominen, P. (2013). Organic and amplified eWOM in consumer fashion blogs. Journal of Fashion Marketing and Management: An International Journal, 17(1), 20-37.
Leskovec, J., Adamic, L. A., & Huberman, B. A. (2007). The dynamics of viral marketing. ACM Transactions on the Web (TWEB), 1(1), 5.
Lang, B., & Hyde, K. F. (2013). “Word of mouth: what we know and what we have yet to learn.” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 26, 1.
Mangold, G.W., Miller, F., & Brockway, G. R. (1999). Word-Of-Mouth Communication In The Service Marketplace. Journal of Services Marketing, 13(1), 73-89.
Mayzlin, D., Dover, Y., & Chevalier, J. (2014). “Promotional reviews: an empirical investigation of online review manipulation” American Economic Review, 104(8), 2421–2455.
McGraw, A. P., Warren, C., & Kan, C. (2015). “Humorous complaining”. Journal of Consumer Research, 41(5), 1153-1171.
Packer, A (2008 Feb 6) “Woman jailed for picketing jeweler,” Las Vegas Review Journal.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). “Strategic brand concept-image management”. The Journal of Marketing, 135-145.
Perez, S. (2016 Oct 3), “Amazon bans incentivized reviews tied to free or discounted products”, Retireved from https://techcrunch.com/2016/10/03/amazon-bans-incentivized-reviews-tied-to-free-or-discounted-products/.
Perrin, A. (2015 Oct 8), “Social media usage: 2005 – 2015”, Retrieved from http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/.
Pfeffer, J., Zorbach, T., & Carley, K. M. (2014). Understanding online firestorms: Negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications, 20(1-2), 117-128.
Richardson V., (2016 Dec 25) “Professor who harassed Ivanka Trump on airplane hit with bad book reviews”, Retrieved from http://www.washingtontimes.com/news/2016/dec/25/professor-who-harassed-ivanka-trump-on-airplane-hi/ .
Singh, J. (1990). A typology of consumer dissatisfaction response styles. Journal of retailing, 66(1), 57-100.
Siu, E. (2015), 10 User Generated Content Campaigns That Actually Worked. Retrieved from
https://blog.hubspot.com/marketing/examples-of-user-generated-content#sm.00001q7hvz5z1xeenrofi503xminn.
Sundaram, D.S. Kaushik Mitra, and Cynthia Webster (1998) ,"Word-Of-Mouth Communications: a Motivational Analysis", in NA - Advances in Consumer Research Vol 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 527-531.
Tuttle, B. (2015, July 22), 10 Funniest & Most Creative Consumer Complaints Ever. Retrieved from http://time.com/money/3965118/funny-effective-consumer-complaints/.
Wabha, Phil, (2015 Nov 30) More Americans Shopped Online than at Stores over Black Friday Weekend, Retrieved from http://fortune.com/2015/11/29/online-shoppers-black-friday/.
Word of Mouth Marketing Association (WOMMA) (2011), “WOM 101”, Retrieved from http://womma.org/wom101/4/.
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2017-01-28
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