The prevalence of social media websites provides many possibilities for Internet users to voice their opinions on organizations. When a person is dissatisfied with an organization, its business conduct, product or service he or she may be motivated to express this dissatisfaction online in form of a complaint. This can harm the organization s reputation. Using survey methodology with quantitative and qualitative elements, this study investigates online complaining in social media. Specifically, the objectives of the present study are to explore people s motivation for posting complaints online, and examine people s attitude toward organization s online responses to negative postings. The results indicate that existing typologies for voicing negative word-of-mouth have to be extended for the social media environment. Results furthermore give insights in the effectiveness of various organizational response strategies. The findings contribute to the still scarce literature on online complaint management and also provide valuable practical implications.
2 Juni 2015 → 5 Juni 2015
CCI Conference on Corporate Communication 2015
Österreichische Systematik der Wissenschaftszweige (ÖFOS)