When The Whole World is Listening – An Exploratory Investigation of Individual Complaints on Social Media Platforms

  • Jens HogreveEmail author
  • Tönnjes Eller
  • Nikola Firmhofer


Social media offer consumers a public stage to voice their dissatisfaction to a global audience. Negative service experiences can therefore go viral in the twinkling of an eye. Hence, they can seriously damage a company’s reputation (States 2009). Consumers use social media platforms with little or no physical and mental costs to interact with firms and talk about companies with other users on a daily basis (Fischer/Langner 2008; van Noort/Willemsen 2012). Due to the increasing prevalence of fast Internet access, smartphones, and the public nature of communication in the social web, conversations can occur beyond geographic constraints (Kane et al. 2009; Boyd et al. 2010).


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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Jens Hogreve
    • 1
    Email author
  • Tönnjes Eller
    • 1
  • Nikola Firmhofer
    • 1
  1. 1.Lehrstuhl für DienstleistungsmanagementKatholische Universität Eichstätt-IngolstadtIngolstadtDeutschland

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