ABSTRACT
Many groups and profiles on social network sites have been created to hold companies accountable. They denounce unethical conduct as well as product and service failures and encourage their followers to share their stories, giving negative social eWOM (NSWOM) a whole new platform and an even wider reach. Consumers resort to NSWOM for a variety of reasons including managing their perceived image, regulating their negative emotions and seeking damage repair. The slightest failure can quickly escalate into a firestorm if not handled promptly and correctly. Even if it’s close to impossible to avoid making any mishap, it is possible to limit the consequences of potential crises. Evidently, there is no easy fix or a magic marker that will wipe away NSWOM or a one size fits all solution. Careful consideration should be given to the tone used in responses and the content of the response. An empathetic human voice is preferred.
