Abstract
The use of social media by firms and marketers is becoming essential due to the huge possibilities offered for low-cost promotion and improvement of their brand image. But, by nature, social media could be harmful for companies and brands as the published content often attracts negative comments by consumers and social media users. In the present paper, the negative comments on the official Facebook pages of Greek supermarkets are analyzed in order to examine the strategies used by firms to tackle negative electronic word of mouth (NEWOM). The particular strategies are evaluated based on the literature and provide useful conclusions about the effect on the corporations’ brand image.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
The second biggest retailer did not have an official page in social media during the time this research was conducted.
References
Ailawadi, K.L., Keller, K.L.: Understanding retail branding: conceptual insights and research priorities. J. Retail. 80(4), 331–342 (2004)
Antoniadis, I., Charmantzi, A.: Social network analysis and social capital in marketing: theory and practical implementation. Int. J. Technol. Mark. 11(3), 344–359 (2016)
Ashley, C., Tuten, T.: Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychol. Mark. 32(1), 15–27 (2015)
Bambauer-Sachse, S., Mangold, S.: Brand equity dilution through negative online word-of-mouth communication. J. Retail. Consum. Serv. 18(1), 38–45 (2011)
Bernoff, J., Li, C.: Groundswell: Winning in a World Transformed by Social Technologies. Harvard Business Review Press, Boston (2011)
Crecelius, I., Einwiller, S., Himmelreich, S.: Complaint management in social media. How companies deal with critical comments on Facebook. In: ECREA 2012–4th European Communication Conference Istanbul, Turkey, pp. 24–27 (2012)
Dekay, S.H.: How large companies react to negative Facebook comments. Corp. Commun. Int. J. 17(3), 289–299 (2012)
Einwiller, S.A., Steilen, S.: Handling complaints on social network sites–An analysis of complaints and complaint responses on Facebook and Twitter pages of large US companies. Public Relat. Rev. 41(2), 195–204 (2015)
Jalonen, H., Jussila, J.: Developing a conceptual model for the relationship between social media behavior, negative consumer emotions and brand disloyalty. In: Conference on e-Business, e-Services and e-Society, pp. 134–145. Springer International Publishing (Sept 2016)
Lee, Y.L., Song, S.: An empirical investigation of electronic word-of-mouth: informational motive and corporate response strategy. Comput. Hum. Behav. 26(5), 1073–1080 (2010)
Murdough, C.: Social media measurement: It’s not impossible. J. Interact. Advert. 10(1), 94–99 (2009)
Park, C., Lee, T.M.: Information direction, website reputation and eWOM effect: a moderating role of product type. J. Bus. Res. 62(1), 61–67 (2009)
Schivinski, B., Dabrowski, D.: The impact of brand communication on brand equity through Facebook. J. Res. Interact. Mark. 9(1), 31–53 (2015)
Stauss, B., Seidel, W.: Complaint management. In: Introduction to Service Engineering, pp. 414–432 (2010)
Theodoridis, P.K., Chatzipanagiotou, K.C.: Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. Eur. J. Mark. 43(5/6), 708–734 (2009)
Thota, S.C.: A resolution model of consumer irritation consequences and company strategies: social networking and strategy implications. J. Appl. Bus. Econ. 13(4), 114–124 (2012)
Verhagen, T., Nauta, A., Feldberg, F.: Negative online word-of-mouth: behavioral indicator or emotional release? Comput. Hum. Behav. 29(4), 1430–1440 (2013)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Antoniadis, I., Patoulidis, V. (2019). Managing Consumers’ Negative Comments in Period of Crisis. The Case of the Greek Super Markets. In: Sakas, D., Nasiopoulos, D. (eds) Strategic Innovative Marketing. IC-SIM 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-16099-9_1
Download citation
DOI: https://doi.org/10.1007/978-3-030-16099-9_1
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-16098-2
Online ISBN: 978-3-030-16099-9
eBook Packages: Business and ManagementBusiness and Management (R0)