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The power of negative brand messages: a case of angry customers in an online forum

Wallace, Andrew S; Buttriss, Gary

Description

This paper reports an empirical study exploring consumer anger during a period of service failure and recovery, specifically the contributions and interactions of consumers in an online forum. Netnography (an ethnography on the Internet) is used to observe the naturally occurring interactions between consumers and the organisation within an online forum-based website. A case study is developed using strategic narratives to identify the processes of the development of the Vodafone brand in...[Show more]

CollectionsANU Research Publications
Date published: 2013
Type: Conference paper
URI: http://hdl.handle.net/1885/218771
Source: Benefit Realisation from Public Projects: A Theoretical Framework for the Quality of Target Benefits

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