Spiegel researchers will be presenting their findings in “How negative is negative word-of-mouth?” for Chicago's Social Media Week Thursday, Sept. 26.
For the second consecutive year, in a session led by professor Ed Malthouse and research associate Su Jung Kim, they will discuss how posting and viewing negative word-of-mouth reactions on a brand-generated online community or social media platform impacts a customer's purchase behavior.
The presentation is based on a study conducted by the Medill IMC Spiegel Digital and Database Research Initiative.
The presentation, according to a university press release, will also propose different communication strategies for companies to implement when responding to negative word-of-mouth comments.
The event will be held at 1 p.m. in the McCormick Tribune Center Forum (1870 Campus Drive, Evanston). and will also be available via live video streaming for those who have signed up.
To learn more about the conference, visit socialmediaweek.org.