How to deal with Facebook comments during a product-harm crisis? The impact of a personalized organizational response to supportive vs. non-supportive comments of consumers
(2015)
- Author
- Hannelore Crijns (UGent) , Veroline Cauberghe (UGent) , Liselot Hudders (UGent) and An-Sofie Claeys
- Organization
- Abstract
- Social media have empowered consumers to voice their supportive and non-supportive feedback towards organizations involved in a product-harm crisis. Moreover, these media enable organizations to engage in dialogue with consumers. However, so far it is unclear which response style is advisable to respond to supportive or non-supportive feedback of consumers. By means of an experimental study, we investigate the impact of a personalized versus generic organizational response to a supportive or non-supportive Facebook comment of a consumer. Results show that a personalized organizational response results in the perception that the organizations’ motives are public-serving, which minimizes skepticism towards the response and in turn positively affects the organizational reputation. However, this effect only occurs when the company replies in a personal way to a non-supportive comment of a consumer. When the company replies personally to a supportive comment, this response raises skepticism which in turn detrimentally influences the organizational reputation.
- Keywords
- supportiveness, organizational reputation, personalization, consumer skepticism, attribution theory
Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-7061201
- MLA
- Crijns, Hannelore, et al. How to Deal with Facebook Comments during a Product-Harm Crisis? The Impact of a Personalized Organizational Response to Supportive vs. Non-Supportive Comments of Consumers. 2015.
- APA
- Crijns, H., Cauberghe, V., Hudders, L., & Claeys, A.-S. (2015). How to deal with Facebook comments during a product-harm crisis? The impact of a personalized organizational response to supportive vs. non-supportive comments of consumers.
- Chicago author-date
- Crijns, Hannelore, Veroline Cauberghe, Liselot Hudders, and An-Sofie Claeys. 2015. “How to Deal with Facebook Comments during a Product-Harm Crisis? The Impact of a Personalized Organizational Response to Supportive vs. Non-Supportive Comments of Consumers.”
- Chicago author-date (all authors)
- Crijns, Hannelore, Veroline Cauberghe, Liselot Hudders, and An-Sofie Claeys. 2015. “How to Deal with Facebook Comments during a Product-Harm Crisis? The Impact of a Personalized Organizational Response to Supportive vs. Non-Supportive Comments of Consumers.”
- Vancouver
- 1.Crijns H, Cauberghe V, Hudders L, Claeys A-S. How to deal with Facebook comments during a product-harm crisis? The impact of a personalized organizational response to supportive vs. non-supportive comments of consumers. 2015.
- IEEE
- [1]H. Crijns, V. Cauberghe, L. Hudders, and A.-S. Claeys, “How to deal with Facebook comments during a product-harm crisis? The impact of a personalized organizational response to supportive vs. non-supportive comments of consumers.” 2015.
@misc{7061201, abstract = {{Social media have empowered consumers to voice their supportive and non-supportive feedback towards organizations involved in a product-harm crisis. Moreover, these media enable organizations to engage in dialogue with consumers. However, so far it is unclear which response style is advisable to respond to supportive or non-supportive feedback of consumers. By means of an experimental study, we investigate the impact of a personalized versus generic organizational response to a supportive or non-supportive Facebook comment of a consumer. Results show that a personalized organizational response results in the perception that the organizations’ motives are public-serving, which minimizes skepticism towards the response and in turn positively affects the organizational reputation. However, this effect only occurs when the company replies in a personal way to a non-supportive comment of a consumer. When the company replies personally to a supportive comment, this response raises skepticism which in turn detrimentally influences the organizational reputation.}}, author = {{Crijns, Hannelore and Cauberghe, Veroline and Hudders, Liselot and Claeys, An-Sofie}}, keywords = {{supportiveness,organizational reputation,personalization,consumer skepticism,attribution theory}}, language = {{eng}}, title = {{How to deal with Facebook comments during a product-harm crisis? The impact of a personalized organizational response to supportive vs. non-supportive comments of consumers}}, year = {{2015}}, }