Date of Award
Master of Science (MS)
School of Computing
Hamed Qahri-Saremi, PhD
Jacob Furst, PhD
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.
Alshuaibi, Basmah, "Organizations’ response strategies to online firestorms" (2021). College of Computing and Digital Media Dissertations. 34.
Available for download on Monday, June 16, 2031