Corporate conflict management on social-media brand fanpages

Denitsa Petrova Dineva, Jan Breitsohl, Brian Garrod

Research output: Contribution to journalArticlepeer-review

29 Citations (SciVal)
622 Downloads (Pure)

Abstract

A recent development in the literature on social media brand fan pages is the investigation of hostile consumer-to-consumer interactions. Existing research has thus far concentrated on the reasons why consumers engage in such online conflicts. In comparison, this study focuses on how online conflicts can be best managed. Based on direct observations of six brand fan pages on Facebook, we offer a first conceptualisation of corporate conflict management strategies. Our results reveal five main conflict management strategies: non-engaging, censoring, bolstering, informing and pacifying. By drawing on existing suggestions from the marketing literature, we provide managerial implications and suggest avenues for future research
Original languageEnglish
Pages (from-to)679-698
Number of pages20
JournalJournal of Marketing Management
Volume33
Issue number9-10
DOIs
Publication statusPublished - 30 May 2017

Keywords

  • conflict resolution
  • brand community
  • corporate governance
  • social media
  • consumer aggression

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