Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Love, Hate and Everything in between: Online Complainants’ Emotions during Service Recovery Episodes

Love, Hate and Everything in between: Online Complainants’ Emotions during Service Recovery Episodes

Love, hate and everything in between: online complainants’ emotions during service recovery episodes
Wolfgang J. Weitzl Marie-Thérèse Fleischer


Digital spaces provide an outlet for consumers to voice their opinions and share their emotions with brands and interested others following positive or negative consumption experiences. In contrast to ‘ancient’ times when consumers voiced their complaints privately to brands, nowadays, the spectators of public online complaints also have to be taken into account (Einwiller & Steilen, 2015; Hutzinger & Weitzl, 2021). Vengeful customers who leave hateful complaints are a threat to brands with web-savvy customers. Even if the issue is resolved in a satisfying way ...

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