1. + Viral Marketing An Nghia Nguyen Genevieve Laniel Legare Kristine Toft Müller Bernadette O’Connor Carina Frank Rikke Blomsterberg The digitization of word of mouth: Promise and challenges of online feedback mechanisms By Chrysanthos Dellarocas (2003)

2. + Online feedback mechanisms ■ What are online feedback mechanisms? ■ Examples?

3. + Communication and mechanisms

4. + The company ■ How can companies affect the feedback mechanisms?

5. Ebay case study

6. How does feedback mechanism work in connection to eBay?

7. Solutions to improve Ebay feedback mechanism

8. + Behaviour Changes 1. Search information 2. Fosters cooperation among strangers + Trust

9. + Behaviour Changes 3. Look for scale

10. + Behaviour Changes Example: BlaBla car 274 000 likes on facebook

11. + Reputation

12. + How reputation can change because of online feedback

13. + Example: Tripadvisor

14. + Challenges Monitoring feedback: - comments can be deleted by organisations - positive feedback can be highlighted - damage can be done before businesses see feedback online

15. + Challenges Feedback can be swayed by particular trendsetters posting about organisations.

16. + Challenges Online feedback mechanisms in a negative way.

17. + Managerial implications How can we as future managers benefit from the knowledge about online feedback mechanisms??

18. + Managerial implications ●Brand Building ●Customer acquisition ●Product Development ●Quality Control

19. + Managerial implications ■ Relationship Marketing ■ Strategic decision making

20. + Questions??