Consumer Behaviour and Social Network Sites : The Impact of Negative Word of Mouth

Cover -- Half Title -- Series Information -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Figures -- Acknowledgements -- Introduction -- 1 Once upon a word… -- Rumors or word of mouth? -- Towards a comprehensive definition of WOM -- WOM in marketing: the birth of WOMM -- Identifying persuasion mechanisms to better understand WOM -- Negative WOM -- What is negative WOM? -- Negative WOM vs positive WOM -- Some impacts of negative WOM -- From clicks back to clicks… How the Internet gave rise to electronic word of mouth (eWOM) -- From word of mouth (WOM) to electronic word of mouth (eWOM) -- Word of Mouth (WOM) and Electronic Word of Mouth (eWOM): similar yet divergent -- The scope of the message -- Sustainability and accessibility -- The available and observable nature of the eWOM -- The anonymity of the source -- Different types of eWOM -- Electronic word of mouth components -- How the sender of the message may impact its reception offline and online -- How the content of the message is interpreted by the receivers -- How the receiver's personal factors impact his interpretation of the message -- How the receiver reacts to the negative eWOM -- 2 … social media amplified the voice for WOM -- From NWOM to NSWOM: when NWOM gets up close and social -- Social media vs social network sites -- NSWOM across platforms -- The drastic consequences of NSWOM: depicting negative consumer behavior -- Why is NSWOM so important for brands? -- The escalation of NSWOM: online firestorms, boycott, and sabotage -- Online firestorms: information diffusion similar to epidemics -- Boycotts, an instrumental aggression -- Brand sabotage, a hostile aggression -- 3 People started talking negatively about brands on SNS … -- Consumer decision journey and the ZMOT -- Why do people instigate NSWOM? -- Individual factors as a drive for NSWOM.