College of Computing and Digital Media Dissertations

Date of Award

Spring 6-11-2021

Degree Type


Degree Name

Master of Science (MS)


School of Computing

First Advisor

Hamed Qahri-Saremi, PhD

Second Advisor

Jacob Furst, PhD

Third Advisor

Fereshteh Ghahramani, PhD


Customers’ negative electronic Word of Mouth (eWoM) can suddenly transform into an online firestorm. In this situation, the organization receives substantial amount of highly intense negative comments that include hate and anger; therefore, it is important that organizations have an optimal response strategy to mitigate and end the online firestorm. In this research, we study the effect of different organizational responses on people’s positive and negative sentiments. The Organization should have different strategy once the negative eWoM become an online firestorm. The organization should respond by either a channel change; take the discussion off social media platforms, or a denial; correct the facts and question the source of the online firestorm. The insights will help organizations’ manager and marketing team to develop a response strategy for an online firestorm.

Available for download on Monday, June 16, 2031