Corporate conflict management on social media brand fan pages

Dineva, D. P., Breitsohl, J. C. and Garrod, B. (2017) Corporate conflict management on social media brand fan pages. Journal of Marketing Management, 33(9-10), pp. 679-698. (doi: 10.1080/0267257X.2017.1329225)

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A recent development in the literature on social media brand fan pages is the investigation of hostile consumer-to-consumer interactions. Existing research has thus far concentrated on the reasons why consumers engage in such online conflicts. In comparison, this study focuses on how online conflicts can be best managed. Based on direct observations of six brand fan pages on Facebook, we offer a first conceptualisation of corporate conflict management strategies. Our results reveal five main conflict management strategies: non-engaging, censoring, bolstering, informing and pacifying. By drawing on existing suggestions from the marketing literature, we provide managerial implications and suggest avenues for future research.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Breitsohl, Dr Jan
Authors: Dineva, D. P., Breitsohl, J. C., and Garrod, B.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Marketing Management
Publisher:Taylor & Francis
ISSN (Online):1472-1376
Published Online:30 May 2017
Copyright Holders:Copyright © 2017 Westburn Publishers Ltd.
First Published:First published in Journal of Marketing Management 33(9-10): 679-698
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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