Knowledge Diffusion in Online Communities Concerning Customer Dissatisfaction News
Consumer satisfaction is one of the most important factors for customer loyalty and the customer lifetime value.Accordingly dissatisfied cutomers will not only reduce their own purchases but are a danger to the customer lifetime value of others and an obstacle to the future sales approach.Especially if this dissatisfaction is proclaimed in online communities the effects are much more intensive and more difficult to control than word of mouth in the traditional way.Now everybody can share their opinion without much effort publicly.And in some cases criticism and recommendations alike may spread far and wide in a short period of time.In particular online communities such as Facebook or twitter support such kind of virality.Hence it is important to recognize and monitor this viral effect of online word of mouth.In this paper we subsequently develop a theoretical model to describe the diffusion process in online communities and social networks and measure how fast information spreads within a certain period of time.In this manner companies will be able to predict the penetration of a market or a specific target group and determine a priori the impact of social media actions taken to encounter customer dissatisfaction.
Knowledge Diffusion Online Communities Social Networks Customer Dissatisfaction Negative Word of Mouth
Richard Lackes Tobias Antons Erik Frank
Technische Universit(a)t Dortmund,Department of Business Information Management,Dortmund,Germany
国际会议
南昌
英文
1-15
2013-09-26（万方平台首次上网日期，不代表论文的发表时间）