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.
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.
Ceren Hayran, Ozyegin University, Turkey
Melis Ceylan, Bilkent University, Turkey
NA - Advances in Consumer Research Volume 48 | 2020
P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology
Heejung Park, University of Wyoming, USA
J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App
Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Financial Education and Confidence in Financial Knowledge
Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island