Online from: 1996
Subject Area: Marketing
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Title:||How large companies react to negative Facebook comments|
|Author(s):||Sam H. Dekay, (BNY Mellon Corporation, New York City, New York, USA)|
|Citation:||Sam H. Dekay, (2012) "How large companies react to negative Facebook comments", Corporate Communications: An International Journal, Vol. 17 Iss: 3, pp.289 - 299|
|Keywords:||Communication, Communication technologies, Corporate image, Customer satisfaction, Public relations, Social networks, Stakeholder analysis|
|Article type:||Research paper|
|DOI:||10.1108/13563281211253539 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – Of
Design/methodology/approach – The study identifies official Facebook pages sponsored by the top ten companies (as defined by the Forbes 2000 for 2010) in four industry groups – banking, retailing, software and services, and household and personal products. The number of negative comments posted to these pages is calculated and corporate reactions to the comments analyzed.
Findings – The study concludes that large corporations do not generally approach negative comments as public relations opportunities, but prefer to censor, or ignore, critical feedback.
Practical implications – Results of the investigation indicate that negative comments are most likely to be posted in response to explicit marketing messages initiated by sponsoring corporations. Companies that combine marketing messages and “fun” postings attract significantly fewer negative comments.
Originality/value – This study is the first quantitative examination of the manner by which major corporations respond – or fail to respond – to negative feedback generated by Facebook “fans”.
To purchase this item please login or register.
Complete and print this form to request this document from your librarian