Each can help or hurt: Negative and positive word of mouth in social network brand communities

By Marleen Relling, Oliver Schnittka, Henrik Sattler, Marius Johnen. 2016

116 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/d3377096f138615f333cf3f860ab7f9cdfda78f3

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Kofi Osei-Frimpong
2. Graeme McLean
3. Dhruv Grewal
4. Shpëtim Çerri

In Sociology and Political Science

1. Graeme McLean
2. Kofi Osei-Frimpong
3. Stephan Ludwig
4. Jochen Wulf
5. Marcus Schoegel
6. Dhruv Grewal
7. Dennis Herhausen

Citations in the corpus

• Examining online social brand engagement: a social presence theory perspective (2017, background): “…of social networking sites and the continuous sharing of information among consumers (Anderson et al., 2016) provides an avenue to promote e-WOM (Relling et al., 2016). e-WOM is explained as “any positive or negative statement made by potential, actual, or former customers about a product or…”
• Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities (2019, background): “In line with previous research (e.g., Relling et al. 2016), we regard the combined number of likes and comments as the most appropriate measure for virality.”