Consumer responses to conflict-management strategies on non-profit social media fan pages

Dineva, D., Breitsohl, J. , Garrod, B. and Megicks, P. (2020) Consumer responses to conflict-management strategies on non-profit social media fan pages. Journal of Interactive Marketing, 52, pp. 118-136. (doi: 10.1016/j.intmar.2020.05.002)

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Past research has demonstrated that consumer-to-consumer (C2C) conflicts, here defined as uncivil social interactions between consumers, can have a negative impact on consumers’ engagement in social media fan pages (SMFPs). Little is known, however, about how best to manage such conflicts, and this is particularly true in the non-profit context. This paper follows a mixed-method approach in order to address this research gap. Study 1 uses a netnography of a non-profit organization (NPO) to examine how it manages C2C conflicts on its SMFP. Five different conflict-management strategies are identified: non-engaging, censoring, bolstering, educating, and mobilizing. These findings inform Study 2, an online experiment to test how different strategies affect consumers’ attitudes towards the conflict-management approach itself and towards the NPO’s social responsibility. Study 2 also accounts for the moderating effect of the conflict content, differentiating between whether a conflict relates to a consumer’s self-benefit or the benefit to others. Our results offer insights for practitioners into preferable content management strategies when consumers engage in different types of conflict on social media platforms.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Breitsohl, Dr Jan
Authors: Dineva, D., Breitsohl, J., Garrod, B., and Megicks, P.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Interactive Marketing
ISSN (Online):1520-6653
Published Online:09 August 2020
Copyright Holders:Copyright © 2020 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE
First Published:First published in Journal of Interactive Marketing 52:118-136
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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