Cardiff University | Prifysgol Caerdydd ORCA
Online Research @ Cardiff 
WelshClear Cookie - decide language by browser settings

Corporate conflict management on social media brand fan pages

Dineva, Denitsa Petrova, Breitsohl, Jan Christian and Garrod, Brian 2017. Corporate conflict management on social media brand fan pages. Journal of Marketing Management 33 (9-10) , pp. 679-698. 10.1080/0267257X.2017.1329225

[img]
Preview
PDF - Accepted Post-Print Version
Download (233kB) | Preview

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.

Item Type: Article
Date Type: Published Online
Status: Published
Schools: Business (Including Economics)
Publisher: Taylor & Francis
ISSN: 0267-257x
Date of First Compliant Deposit: 16 January 2020
Date of Acceptance: 23 March 2017
Last Modified: 13 Mar 2020 22:10
URI: http://orca.cf.ac.uk/id/eprint/128353

Citation Data

Cited 5 times in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item Edit Item

Downloads

Downloads per month over past year

View more statistics