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Measuring the effect of Viral Negative Sentiment on Market Value: Case Study on United Airlines Crisis 2017
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Marketing and Entrepreneurship.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Negative word of mouth is something most businesses try to avoid, It could affect the reputation and vision of a company in a consumer’s mind. The success of a company lies in the connection of a product or service with a satisfying good image that has been formed on the back of consumer’s mind. This image can be the result of a positive past experience or the good reputation a company already has. On the other hand, negative word of mouth specifically in social media has the power to destroy the reputation of a company, because of the fast and wide spreading of a crisis in no time. This research will answer the question of how is the market value of a company affected by viral negative sentiment in social media? Focusing on the case study of United Airlines crisis 2017. We show that viral negative sentiment can have a short term effect over a company’s market value, but might not affect in the long term in a counter-intuitive manner. 

Place, publisher, year, edition, pages
2017. , 30 p.
Keyword [en]
Sentiment, Negative WOM, Word of mouth, E-WOM, Crisis, United Airlines, Social media
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:kth:diva-209444OAI: oai:DiVA.org:kth-209444DiVA: diva2:1112129
Subject / course
Industrial Economy and Entrepreneurship
Educational program
Master of Science - Entrepreneurship and Innovation Management
Presentation
2017-05-30, 243, Brinellvägen 8, 114 28, Stockholm, 17:30 (English)
Supervisors
Examiners
Available from: 2017-07-11 Created: 2017-06-19 Last updated: 2017-07-11Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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