LOSING CREDIBILITY OF A CORPORATE BLOG BY NOT PLAYING THE 'SOCIAL RULES' – BERTOLLI AND THE #DISHSTORM

After the theoretical exploration of the concepts of credibility, the importance of corporate blogs for companies and the distinctiveness of the blogosphere, I will now go into more detail. The company Bertolli experienced a shitstorm on the Facebook page of its corporate blog due to a wrong behavior in the blogosphere, harming the company’s credibility. Let’s see what happened. 

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LOSING CREDIBILITY OF A CORPORATE BLOG BY NOT PLAYING THE 'SOCIAL RULES' – BERTOLLI AND THE #dishstorm

3 weeks ago I came across an article talking about a ‘dishstorm’ on Facebook that hit the company Bertolli. Being unfamiliar with the term ‘dishstorm’ (most probably because it’s a new phenomenon) the article immediately caught my attention. The company seemed to have played against the social rules with the Facebook page of their corporate blog. As a result they faced a ‘dishstorm’ from independent food bloggers, which harmed the company’s credibility and reputation.

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Determinants of the Perceived eWOM Review Credibility Part 2

Several studies, in the past few years, have demonstrated that eWOM review credibility is a basic requirement for the adoption of the eWOM message (Lis, 2013). Indeed, according to the author, the more the recipient perceives the message as credible, the greater is the chance that the message information will be adopted and used. This is the reason why it is crucial, in order to understand the effects of eWOM reviews on the purchase decision process, to gain a better understanding of all of the determinants which lead the review to be perceived as credible by the reader.

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Determinants of the Perceived eWOM Review Credibility Part 1

In 2008 Dave Carroll, a passenger of United Airlines, had a problem with the company, since one of the baggage handlers destroyed his 3500-dollar guitar. Dave did not obtain any compensation from the airline, thus he decided to broadcast a video on YouTube, “United breaks guitars”, which went viral in a few, reaching consumers all over the world, and causing remarkable financial losses to United Airlines. (Gensler et al., 2013)

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