Consumer Behaviour and Social Network Sites

Sarah Zaraket received her PhD in Management Sciences at Pantheon-Sorbonne University, Paris, France. She conducts research on consumer behaviour on social media and has taught several courses on digital marketing, research methodology and innovation. Sarah is the founder of a digital marketing agency based in Paris and has assisted many brands in successfully building their social media strategies.

• Introduction 1. Once upon a word… 2. … social media amplified the voice for WOM 3. People started talking negatively about brands on SNS… 4. … this impacted other consumer’s reactions 5. So how can you deal with NSWOM? Conclusion

"The effect of positive and negative word of mouth is a major player in an offline or online brand’s reputation. While many academic studies have paid much interest in positive word of mouth, this book highlights the importance of studying negative word of mouth in social media contexts. Being amongst the few to contextualize NEWOM in academic literature, this book adds value to today's social media communications studies. It is highly recommended to academics and professionals who wish to gain in-depth understanding on the topic." - Ghalia Boustani, Ph.D. Paris 1 Panthéon Sorbonne"Consumer Behaviour and Social Networks is a powerful and timely investigation that offers captivating insights into the workings of the human mind on a subject still unexplored and unknown to many: Why do consumers take on social networks to spread negative word of mouth about brands? As a global marketer, this compelling research has opened my eyes as to better understanding the underlying reasons consumers choose to voice and spread negative reactions on social networks but more importantly how it can be avoided. Dr. Sarah Zaraket’s detailed studies and results are told in engaging ways of storytelling which makes it relatable and delightful to read. This book should be an essential reading and guide for all marketing professionals, business owners but most importantly consumers." - Janane Haddad, Marketing Manager, Compagnie Financière Richemont SA"Since people tend to believe negative WOM more than positive WOM, it is important to understand it in order to manage it.Sarah Zaraket 's book is very useful in understanding such negative behavior and its impacts on brand reputation.Through a rich literature review, it clearly identifies the sources and the mechanisms of such negative word of mouth. It also explains how to deal with this Negative e-WOM." - Regine Vanheems, Université de Lyon 3"This book is the ultimate reference on electronic word of mouth and its negative impact on businesses. Dr Sarah Zaraket goes deep into an aspect of online marketing that we so far know little about. A must-read to all marketing professionals and academics who want to be equipped with all the right resources to understand and react to negative word of mouth on social media. The future (and present) of businesses relies on this understanding." - Hicham Zaraket, Founder of The Rocket Marketing "This book integrates in the context of social media, the electronic word of mouth (eWOM) as a powerful and essential tool for the marketing strategy. It bridges the gap between theory and practice through a strong conceptual framework that can be useful for professionals as well as academics and students. By integrating consumer-to-consumer interactions it proposes new insights for brands that wants to understand the reason why consumers want to react to the negative e-WOM." - Héla Cherif-Benmiled, Associate professor at University Paris 1 Panthéon Sorbonne