Read the case “Never Stay Here! The Power of Negative Online Reviews” in Chapter 11. Incorporate the following topics into an essay in the order depicted below using at least 1200 words demonstrating...

Introduction
The research evaluates the relationship positive or negative reviews of the customers with respect to any service taken in picture. A negative review will have more influence on the cognition as well as attitude than a positive review. However, positive word of mouth (PWOM) generally has more influence on purchase or intention to purchase anything. By the virtue of this report, I have performed extensive analysis on how reviews can indicate the behavioural pattern as well as how reviews can measure intention and attitude as the indicator of behaviour (Kaplan & Haenlein, 2010). Furthermore, I will elaborate what are the positive as well as negatives Word of Mouth, how one influence the digital WOM on consumers by utilising platforms like yelp, TripAdvisor etc. Moreover, you will find various strategies that can be implemented by the recipient of poor reviews.
Positive Word of Mouth (PWOM)
PWOM offers knowledge as well as information to customers that exhibits strength of the products as well as services. It inspires potential customers to adapt product or service.
Negative Word of Mouth (NWOM)
NWOM involves the communication that explains any bad or unpleasant experiences which primarily includes criticism or complaints may be more emotional as well as positive WOM
Influence of digital WOM on consumers using websites like Yelp or TripAdvisor
In this competitive world organisation are consistently looking for new avenues to gain their competitive advantage to not only survive but thrive in the ever-evolving market dynamics. As a customer, one always checks the reviews to know what is the quality of the service delivered, how was the experience of other customers with the brand as well as whether the particular service or customer is worth the time and capital (Fehr & Schmidt, 1999). For instance, as explained in the case study, "Never Stay Here! The Power of Negative Online Reviews” majority of hotel have ratings involved. If we make plans for next vacation then probably one checks or ratings from the TripAdvisor, since it is the world's largest travel site covering Best Western, Wyndham and Four Seasons. In particular TripAdvisor, maintains dynamic questionnaire whose influence is driven from community of travellers. Statistically, more than 90% of consumers admits the fact that they go for online reviews (Solomon, 2014). Furthermore, research of Cone has explained that most of the users have an online account leverages many reviews before investing in anything.
Importance of Word of Mouth
Organisation relies on word-of-mouth as a superior marketing tactics in order to reach out to new sets of customers and establish their customer strong customer base. The benefit of positive word of mouth helps overcome customer resistance as well as helps the brand to grow exponentially with investment of few marketing dollars (Camerer & Fehr, 2003).
· Establishing Trust - An...