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
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