讽刺还是武断:品牌行动主义背景下,品牌应该如何回应消费者在社交媒体上的不文明评论?

IF 6.8 1区 管理学 Q1 BUSINESS
Juliana Moreira Batista, L. Barros, F. V. Peixoto, Delane Botelho
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引用次数: 7

摘要

品牌越来越多地参与社会活动,并在有争议的问题上采取立场,这促使一些消费者在社交媒体上发表不文明的评论。品牌应该如何应对这种无礼行为,同时保持自己的地位,保护自己的声誉?两种常见的回答类型包括讽刺或自信的语气,但这些类型的沟通对消费者对品牌态度的影响在很大程度上仍未被探索。五项针对不同原因(LGBT+恐惧症、性别歧视和种族平等)的一系列研究结果表明,消费者对使用自信语气回复的品牌的评价要高于使用讽刺语气回复的品牌,这可以部分解释为讽刺的攻击性。此外,对品牌立场的支持是品牌所采用的回复类型对消费者对品牌态度的影响的边界条件。因此,人们越支持一个品牌的立场,他们对侵略性的看法对他们对该品牌的态度的负面影响就越小。我们将讨论这些发现对市场营销理论和实践的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?
Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumers evaluate brands that reply using an assertive tone more favorably than those using a sarcastic tone, which can be partially explained by the perceived aggressiveness of sarcasm. Additionally, support for a brand's stance acts as a boundary condition on the effect the type of reply adopted by the brand has on consumer attitudes toward the brand. So, the more someone supports a brand's stance, the less their perception of aggressiveness will negatively influence their attitude to that brand. We discuss the implications of these findings for marketing theory and practice.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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