Auteurs : Alia BESBES SAHLI
Research objectives: Nowadays, more and more customers are using the Internet to express their dissatisfaction and take revenge online. It is therefore becoming essential for companies to identify the profile of the senders of these messages. Methodology: We conducted a qualitative netnographic study with a sample of 62 speeches. Results: Two main results emanate from this research: the proposal of a definition of the online avenger and the identification of a typology of reaction following a failure situation. Managerial/societal implications: This typology provides companies with the means and methods to reduce the spread of vindictive messages from individuals online. Originality: The typology thus developed is based on the different emotional and editorial reactions of consumers, highlighting the fragility of the company-customer relationship. Keywords: qualitative study, netnography, online revenge, internet, revenger profile.
|Numéro||Décisions marketing - N°102|
|Date de parution||2021|
|Nombre de pages||152 pages|
|Format||180 x 260 mm|