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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
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:

MLA
Crijns, Hannelore, Veroline Cauberghe, Liselot Hudders, 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 : n. pag. Print.
APA
Crijns, Hannelore, 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},
}