Abstract
Social media has integrated into the everyday lives of individuals and has transformed the communication process for both individuals and businesses alike. With nearly three-fourth of all online adults having a social media account (Pew Research 2013), this has not only impacted the way in which consumers communicate with each other, but consumers have gravitated to communicating and complaining with service providers through social media (Xia 2013; Pinto and Mansfield 2011). The pervasiveness of social media and its importance as a channel of communication is something that marketers have become aware of, as the majority of firms now have some form of social media presence (Obal et al. 2011). In fact, 92 % of marketers indicate that social media is important for their business; however, 89 % of those are unsure of the most effective social tactics to engage their audience on social media (Stelzner 2014).
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© 2016 Academy of Marketing Science
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Krallman, A., Ford, T.R., Pelletier, M.J., Horky, A. (2016). #IHATEYOURBRAND: Social Media Service Recovery Strategies via Twitter. In: Kim, K. (eds) Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-26647-3_100
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DOI: https://doi.org/10.1007/978-3-319-26647-3_100
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