ABSTRACT
Brands can spend years building their reputation, but it can all fall apart with one post. This chapter explores how digital media, specifically how social network sites or social networking sites (SNS) facilitate the propagation of negative electronic word of mouth (NWOM). A review of main social networking sites (SNS) is provided through a rich literature that also includes a practitioner’s perspective. We start by differentiating between eWOM and social eWOM. Afterwards, we analyze different SNS while investigating the role of each on information diffusion through their specific characteristics. Finally, we go over some consequences of NSWOM escalation such as online firestorms, consumer boycott and brand sabotage.
