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Consumer responses to conflict-management strategies on non-profit social media fan pages

Dineva, Denitsa, Breitsohl, Jan, Garrod, Brian and Megicks, Philip 2021. Consumer responses to conflict-management strategies on non-profit social media fan pages. Journal of Interactive Marketing 52 (C) , pp. 118-136. 10.1016/j.intmar.2020.05.002
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Abstract

Past research has demonstrated that consumer-to-consumer (C2C) conflicts, here defined as uncivil social interactions between consumers, can have a negative impact on consumers’ engagement in social media fan pages (SMFPs). Little is known, however, about how best to manage such conflicts, and this is particularly true in the non-profit context. This paper follows a mixed-method approach in order to address this research gap. Study 1 uses a netnography of a non-profit organization (NPO) to examine how it manages C2C conflicts on its SMFP. Five different conflict-management strategies are identified: non-engaging, censoring, bolstering, educating, and mobilizing. These findings inform Study 2, an online experiment to test how different strategies affect consumers’ attitudes towards the conflict-management approach itself and towards the NPO’s social responsibility. Study 2 also accounts for the moderating effect of the conflict content, differentiating between whether a conflict relates to a consumer’s self-benefit or the benefit to others. Our results offer insights for practitioners into preferable content management strategies when consumers engage in different types of conflict on social media platforms.

Item Type: Article
Date Type: Published Online
Status: Published
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 1094-9968
Date of First Compliant Deposit: 12 August 2020
Date of Acceptance: 24 May 2020
Last Modified: 14 Aug 2020 10:12
URI: http://orca.cf.ac.uk/id/eprint/134104

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