Understanding online firestorms: Negative word-of-mouth dynamics in social media networks

Social media are, on the one hand, a highly beneficial environment for word-of-mouth (WOM) propagation of new ideas and products, and this has increasingly made them a focus of marketing communications. On the other hand, companies and their brands as well as politicians, governmental institutions, and celebrities have increasingly been facing the impact of negative online WOM and complaint behavior. In reaction to any questionable statement or activity, social media users can create huge waves of outrage within just a few hours. These so-called online firestorms pose new challenges for marketing communications. In this article, we group observations from recent online firestorms, identify related social and economic science theories, and derive generalized factors that form the basis for the proliferation of these dynamics. Furthermore, we discuss the consequences of online firestorms for marketing communications, and offer courses of action for marketers to navigate through crises of negative online WOM.     

Losing More than Money: Organizations’ Prosocial Actions Appear Less Authentic When Their Resources are Declining

Journal of Business Ethics - Companies often benefit from others’ attributions of moral conviction for prosocial behavior, for example, attributions that a company has a sincere moral desire...     

A social information processing approach to job attitudes and task design.

This article outlines a social information processing approach to explain job attitudes. In comparison with need-satisfaction and expectancy models to job attitudes and motivation, the social information processing perspective emphasizes the effects of context and the consequences of past choices, rather than individual predispositions and rational decision-making processes. When an individual develops statements about attitude or needs, he or she uses social information--information about past behavior and about what others think. The process of attributing attitudes or needs from behavior is itself affected by commitment processes, by the saliency and relevance of information, and by the need to develop socially acceptable and legitimate rationalizations for actions. Both attitudes and need statements, as well as characterizations of jobs, are affected by informational social influence. The implications of the social information processing perspective for organization development efforts and programs of job redesign are discussed.     

Evidence-based management

For the most part, managers looking to cure their organizational ills rely on obsolete knowledge they picked up in school, long-standing but never proven traditions, patterns gleaned from experience, methods they happen to be skilled in applying, and information from vendors. They could learn a thing or two from practitioners of evidence-based medicine, a movement that has taken the medical establishment by storm over the past decade. A growing number of physicians are eschewing the usual, flawed resources and are instead identifying, disseminating, and applying research that is soundly conducted and clinically relevant. It's time for managers to do the same. The challenge is, quite simply, to ground decisions in the latest and best knowledge of what actually works. In some ways, that's more difficult to do in business than in medicine. The evidence is weaker in business; almost anyone can (and many people do) claim to be a management expert; and a motley crew of sources--Shakespeare, Billy Graham,Jack Welch, Attila the Hunare used to generate management advice. Still, it makes sense that when managers act on better logic and strong evidence, their companies will beat the competition. Like medicine, management is learned through practice and experience. Yet managers (like doctors) can practice their craft more effectively if they relentlessly seek new knowledge and insight, from both inside and outside their companies, so they can keep updating their assumptions, skills, and knowledge.