INVESTIGANDO AS ESTRATÉGIAS DE RESPOSTAS QUANTO AO BOCA A BOCA NEGATIVO ON-LINE

The digital age has changed how brands communicate and interact with their consumers, and intensified the influence of negative word of mouth on a brand’s reputation. This study investigates which response strategies are employed to protect organizational reputation in the online environment. Accordingly, data were collected in two ways. First, ten semi-structured interviews were conducted with brand managers to identify strategies to minimize negative word of mouth in social media. Second, social media content of brands managed by the agencies were collected to determine if any other strategies were carried out. As a result in negative word of mouth companies prefer to apologize, hide the original message, respond inbox, or simply ignore the negative comments from consumers.