Consumer Reactions to Social Media Brand Blunders

This research explores how brand blunders - humorous and accidental business mistakes - that take place on social media influence consumers’ attitudes and relationship with the brand. Two studies show that loyal (vs. non-loyal) consumers are more negatively influenced by blunders as they think blunders are not funny but offensive.



Citation:

Ceren Hayran and Melis Ceylan (2020) ,"Consumer Reactions to Social Media Brand Blunders", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1206-1206.

Authors

Ceren Hayran, Ozyegin University, Turkey
Melis Ceylan, Bilkent University, Turkey



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Reversing the Experiential Advantage: Happiness Leads People to Perceive Purchases as More Experiential than Material

Hyewon Oh, University of Illinois at Urbana-Champaign, USA
Joseph K Goodman, Ohio State University, USA
Incheol Choi, Seoul National University

Read More

Featured

Neural pattern similarity reveals brand equity

Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Featured

Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.