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

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