Impact of the Internet on brand sabotage : the case of e-WOM and fake news, potential solutions

Details

Supervisors

de Moerloose, Chantal

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

In our contemporary culture, the Internet has evolved into an indispensable facet of our lives, revolutionizing many areas such as marketing. This qualitative study aims to analyze companies' response strategies to online brand sabotage, encompassing negative electronic Word-Of-Mouth (e-WOM) and fake news. A thorough literature review was conducted to comprehend these phenomena's implications on brand image, financial performance, and customer-company relations. The findings highlight a predominant focus on strategies addressing negative e-WOM, suggesting its greater impact compared to fake news. Accommodative responses aim for customer satisfaction and improved brand image, while defensive strategies are occasionally used in public to mitigate negative effects. The response channel (private or public) varies, influenced by factors such as company size, values, comment credibility, and industry sector. The study emphasizes the preliminary nature of identified strategies, prompting the need for further context-specific investigations. Ultimately, this thesis propose to conduct comprehensive quantitative studies for further exploration to manage negative online comments and combat fake news, exploring unaddressed strategies, considering the ever-evolving digital landscape.