Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective

Silvia Ranfagni and Wilson Ozuem
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Silvia Ranfagni: University of Florence
Wilson Ozuem: University of Cumbria

Chapter Chapter 16 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 397-422 from Springer

Abstract: Abstract Today, consumers have real power: they describe their brand experiences on social media. They are a source of electronic word of mouth (eWOM) that can influence other consumers and have an impact on their brand choices. EWOM is often produced when consumers experience an online service failure. Providers have to manage this with adequate recovery strategies. The value that fashion providers are able to create for consumers depends more and more on how they handle service failure situations. This chapter explore the relationship between UGC, as a basis of eWOM, and service failure and recovery strategies filtered through the brand. The analysis is carried out from a theoretical point of view and offers insights into the fashion industry.

Keywords: EWOM; User-generated content; Fashion brands; Online service failure; Recovery strategy (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_16

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DOI: 10.1007/978-3-030-70324-0_16

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