ESSAY QUESTIONS - It is the sudden discharge of large quantities ...

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ESSAY QUESTIONS

Chapter 1

• What is a social media storm?

It is the sudden discharge of large quantities of messages containing nWOM (negative word-of-mouth) and complaint behavior against a person, company, or group in social media networks. In other words, it is an external force of rapid social media dissemination of negative consumer sentiment that can seriously endanger a company.(Easy)

• What is electronic word-of-mouth?

Electronic word-of-mouth (eWOM) refers to informal communication that is accessible online that is about businesses, services and products. It refers to information that is generated by consumers and entails opinions about products and services that are shared online.

(Easy)

• What are the differences between WOM and eWOM?

The two significant differences of eWOM from regular word-of mouth (WOM) are the user anonymity and the online accessibility. It is evident that eWOM is a far more powerful form of WOM due to its immediacy, higher rich and easy accessibility through networks and presents a major corporate challenge.(Moderate)

Test Bank for Social Media Storms Empowering Leadership Beyond Crisis Management, 1e by Pernille Rydén, Muhammad Hossain, Efthymia Kottika, Vatroslav Škare (All Chapters) 1 / 3

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• Does negative WOM have more negative impact on purchasing intention for high or low

involvement products?

In fact, the negative impact of nWOM on purchasing intention and brand equity seems to be more significant for high involvement products.

(Difficult)

• What strategies did Benoit proposed for restoring the image of an organization?

Benoit proposed five specific strategies to combat the attack and restore the image of an organization. These are: denial, evasion of responsibility, reducing offensiveness, corrective action and mortification.

(Moderate)

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ESSAY QUESTIONS

Chapter 2

• How new media differs from so-called traditional media?

New media is digital, with no marginal costs of distributing content, and without traditional gatekeepers. In many cases, new media enable a proactive participation of all parties involved, through content creation and co-creation, while (co-)created content is highly visible, widely accessible, and stored long-term. New media is ubiquitous due to the proliferation of mobile devices, and often real-time or synchronous. Finally, new media if forming networks of stakeholders (people, organizations) who can communicate peer-to- peer, and build relationships.

(Easy)

• Explain the classification of social media platforms according to Kaplan and Haenlein (2010)

and how each type of social media platforms relates to the emergence of social media storms?

Kaplan and Haenlein (2010) proposed one of the most cited classifications of social media platforms, by using theories of media research (i.e., social presence theory and media richness theory) and social processes (i.e., concepts of self-presentation and self- disclosure), as a classification criterion. They identify six major types of social media platforms. Collaborative projects are built around collective content creation (e.g., Wikipedia) or bookmarking (e.g., Pinterest), where attention is on the content, and not on its creator or bookmarker. These platforms are important sources of information and inspiration for consumers, which can be important in the context of social media storms.Content communities are also built around content creation, which is mostly done by individual creators who want their content to be shared. Due to their prominent sharing

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