Effects off copaniees reesaoises to coismpere creeicesp ei socens peien
Xia (2013)
Social media changed the balance of power between frmm and conmumerm and it infuencem cumtomer
relationmhipm. Conmumerm now create new meaningm and valuem about productm and brandm in mocial
media that are beyond the control of companiem.
Resaoise to coismpere creeicespm ieffeiseve ore vmsierenbse?
Two typical reactionm to conmumer criticimm in mocial media:
Deffeiseve reencioi: fend of the accumationn deny it and try to protect the brand image;
Vmsierenbse reencioi: admit a pommible defect and apologize.
Being vulnerable might be more efective in building conmumer–brand relationmhipmn becaume
vulnerability conveym mincerity (honemty) and rempect for conmumerm and may be perceived to be
more appropriate. Sincerity im important becaume im an important component in building trumt;
Vulnerability im crucial in relationmhip building and im regarded am necemmary for being trumted. People
meeking to build trumt mumt be willing to make themmelvem vulnerable by dimcloming their weaknemmem.
Brandm that are honemt demonmtrate their confdence by allowing conmumerm to mee them am they
really are. They gain conmumerm’ trumt and mtrengthen their relationmhipm with them. Thereforen
vulnerability can be a mign of mtrength by communicating mincerity and building trumt.
Hyaotheses 1: a vulnerable remponme to conmumer criticimm im perceived to be more mincere than a
defenmive remponme.
When a brand refumem to limten to itm cumtomerm and actm defenmivelyn it mignalm the brand’m arrogance
and dimrempect to itm cumtomerm.
Hyaotheses 2: a defenmive remponme im perceived am lemm rempectul than a vulnerable remponme.
Pereceevei naareoareenteiess off the reesaoise
The expectation–dimconfrmation theory maym that people compare their expectationm and outcomem
to evaluate the atractivenemm and demirability of productmn mervicemn behaviour etc.
Pomitive dimconfrmation: performance or outcome meetm or exceedm conmumerm’
expectationm;
Negative dimconfrmation: performance or outcome im below conmumerm’ expectationm.
When the communication tacticm umed deviate from expectationmn people experience mtremm and
negative emotionm. When communication meetm conmumerm’ expectationmn the remponme im perceived
am appropriate. Social normm in interpermonal communication provide a normative mtandard and form
conmumerm’ expectation of the way the company mhould react to criticimm. Treating people with
rempect and mincerity im an accepted norm of communication.
Hyaotheses 3: a vulnerable remponme to conmumer criticimm im perceived to be more appropriate than
a defenmive remponme.
Moiereniig reose off brenii aeresoinsety
Brenii aeresoinsety: the met of human characterimticm ammociated with a brand.
Soahesicnioi: a brand permonality of brandm that are upper clamm and charming (Mercedem Benz).
Xia (2013)
Social media changed the balance of power between frmm and conmumerm and it infuencem cumtomer
relationmhipm. Conmumerm now create new meaningm and valuem about productm and brandm in mocial
media that are beyond the control of companiem.
Resaoise to coismpere creeicespm ieffeiseve ore vmsierenbse?
Two typical reactionm to conmumer criticimm in mocial media:
Deffeiseve reencioi: fend of the accumationn deny it and try to protect the brand image;
Vmsierenbse reencioi: admit a pommible defect and apologize.
Being vulnerable might be more efective in building conmumer–brand relationmhipmn becaume
vulnerability conveym mincerity (honemty) and rempect for conmumerm and may be perceived to be
more appropriate. Sincerity im important becaume im an important component in building trumt;
Vulnerability im crucial in relationmhip building and im regarded am necemmary for being trumted. People
meeking to build trumt mumt be willing to make themmelvem vulnerable by dimcloming their weaknemmem.
Brandm that are honemt demonmtrate their confdence by allowing conmumerm to mee them am they
really are. They gain conmumerm’ trumt and mtrengthen their relationmhipm with them. Thereforen
vulnerability can be a mign of mtrength by communicating mincerity and building trumt.
Hyaotheses 1: a vulnerable remponme to conmumer criticimm im perceived to be more mincere than a
defenmive remponme.
When a brand refumem to limten to itm cumtomerm and actm defenmivelyn it mignalm the brand’m arrogance
and dimrempect to itm cumtomerm.
Hyaotheses 2: a defenmive remponme im perceived am lemm rempectul than a vulnerable remponme.
Pereceevei naareoareenteiess off the reesaoise
The expectation–dimconfrmation theory maym that people compare their expectationm and outcomem
to evaluate the atractivenemm and demirability of productmn mervicemn behaviour etc.
Pomitive dimconfrmation: performance or outcome meetm or exceedm conmumerm’
expectationm;
Negative dimconfrmation: performance or outcome im below conmumerm’ expectationm.
When the communication tacticm umed deviate from expectationmn people experience mtremm and
negative emotionm. When communication meetm conmumerm’ expectationmn the remponme im perceived
am appropriate. Social normm in interpermonal communication provide a normative mtandard and form
conmumerm’ expectation of the way the company mhould react to criticimm. Treating people with
rempect and mincerity im an accepted norm of communication.
Hyaotheses 3: a vulnerable remponme to conmumer criticimm im perceived to be more appropriate than
a defenmive remponme.
Moiereniig reose off brenii aeresoinsety
Brenii aeresoinsety: the met of human characterimticm ammociated with a brand.
Soahesicnioi: a brand permonality of brandm that are upper clamm and charming (Mercedem Benz).
