Researchers at Western Sydney University in Australia – Alena Soboleva, Suzan Burton, Girijasankar Mallik and Aila Khan – have analysed the characteristics of branded tweets that get the most retweets. They collected tweets posted by the leading brands in the automotive, the luxury and the fast moving consumer goods (FMCG) industries, and adjusted for factors … Continue reading Which branded tweets get most retweets?
Market research recently published by Globalwebindex shows that Huawei customers were the most likely, among technology users, to recommend the brand to others. Should competitors like Samsung or Apple worry? No. And why not? Because when it comes to the impact of word of mouth on consumer behaviour volume of word mouth … Continue reading Huawei customers more likely to endorse the brand than Apple ones. So what?
The question I get asked most often (after whether social media activity helps with sales and profitability) is how to handle negative online reviews. The comments left by other customers, and any responses left by the company, are available for all to see, and can impact on the company’s reputation. So, many companies worry that … Continue reading Handling negative online reviews: speed and voice matter; status and action frame not so much
Customer reviews are a very important source of information for buyers when it is difficult to evaluate or test a product before purchase, as in the case of online purchases. Positive reviews can amplify sales by as much as 0.149, and is particularly relevant for high financial risk decisions, services, hedonic products, and new … Continue reading When good product reviews are bad news for business
While we tend to discuss word of mouth in terms of traditional (i.e., face to face) vs. electronic, this paper by Thorsten Hennig-Thurau, Caroline Wiertz and Fabian Feldhaus indicates that this separation is two simplistic. The paper looks at the impact of Twitter conversations on the performance of new movies. It finds that customers … Continue reading Twitter conversations have the credibility of friends’ recommendations and the impact of online reviews
Inspired by Mark Schaefer's podcast episode number 41 (get it here), I decided to convert one of my blogposts into a slide share presentation, to increase its reach. The original blogpost is here. And here is the presentation (which is also available here): I am very keen to hear your views: What do you think of this … Continue reading New presentation on slide share: 3 reasons to embrace negative customer feedback
Jan Kietzmann and I have been investigating how social media users talk about their consumption experiences online, a phenomenon called “electronic Word of Mouth”, or eWoM. While there is considerable research regarding why and, to an extent, how consumers engage in eWoM, our research is novel in that it: Investigates how different aspects of the … Continue reading Social Media users praise brands in private and criticise in public
This post reports on research looking at the impact of blogs and magazine articles on consumers’ attitude towards a brand, and on their intentions to purchase. Sometimes you choose a topic to write about. Other times, though, it really feels like it is the topic that chooses you. That’s what happened this time. I was … Continue reading Effect of blog articles on attitude and intention to purchase
We have been looking at schools for our youngest. It is not an easy task; even if you have been there before; and even if the child in question is just a few years old. At least, I know that I am not alone (minus the gifted part). In the process, we considered ‘product characteristics’ … Continue reading What others do and say