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Developing a conceptual model for the relationship between social media behavior, negative consumer emotions and brand disloyalty

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Details

Original languageEnglish
Title of host publicationSocial media: the good, the bad, and the ugly
Subtitle of host publication15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Swansea, UK, September 13–15, 2016, Proceedings
EditorsYogis Dwivedi, Matti Mäntymäki, M.N. Ravishankar, Marijn Janssen, Marc Clement, Emma L. Slade, Nripendra P. Rana, Salah Al-Sharhan, Antonis C. Simintiras
Place of PublicationSwansea
PublisherSpringer
Pages134-145
Number of pages12
ISBN (Electronic)978-3-319-45234-0
ISBN (Print)978-3-319-45233-3
DOIs
Publication statusPublished - 13 Sep 2016
Publication typeA4 Article in a conference publication
EventIFIP CONFERENCE ON E-BUSINESS, E-SERVICES, E-SOCIETY -
Duration: 1 Jan 1900 → …

Publication series

NameLecture notes in computer science
Volume9844
ISSN (Print)0302-9743

Conference

ConferenceIFIP CONFERENCE ON E-BUSINESS, E-SERVICES, E-SOCIETY
Period1/01/00 → …

Abstract

Companies have been facing the dark side of social media. Particularly, the odds of customer complaints and brand insults have increased tremendously. Social media has given a voice to disappointed consumers. They use the voice when they feel negative emotions, for example, due to product failures, service problems or unethical behavior. It seems reasonable to expect that the more ubiquitous social media becomes, the more it persuades people to share also their negative experiences. However, although social media raises new challenges for companies, it also gives them new opportunities. Social media enables companies to trace disappointed customers, evaluate their impressiveness and communicate with them. The conceptual paper aims to develop a model for the relationship between social media behavior, negative consumer emotions and brand disloyalty. The argument of this paper is that although social media gives consumers more power which is manifested in sharing negative emotions related to the company, the effect this has on brand disloyalty depends on the company’s behavior.

Keywords

  • social media, negative emotions, brand disloyalty

Publication forum classification