Impact of social media brand blunders on brand trust and brand liking

Name: Impact of social media brand blunders on brand trust and brand liking
Author: Şanlı, Ceren Hayran, Ceylan, M.

İsim	Impact of social media brand blunders on brand trust and brand liking
Yazar	Şanlı, Ceren Hayran, Ceylan, M.
Basım Tarihi:	2023-07
Basım Yeri	- Sage
Konu	Brand blunder, Brand commitment, Brand liking, Brand trust, Product failure, Product performance problem, Product-harm crisis, Social media
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1470-7853
Kayıt Numarası	1ddd9f44-3f6d-4855-93ec-cdc3d1a7f17c
Lokasyon	Business Administration
Tarih	2023-07
Örnek Metin	More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly important issue for marketing managers. The present research explores how online brand blunders influence consumers’ trust and liking toward the blunderer brand, and the role of brand commitment in this relationship. Three studies show that consumers evaluate online brand blunders differently than they do product performance problems. Specifically, upon receiving negative brand blunder information, high (vs. low)-commitment consumers’ brand trust and brand liking decrease to a higher extent due to finding the blunder less humorous and more offensive. On the contrary, upon receiving negative product performance information, low (vs. high)-commitment consumers’ brand trust and brand liking decrease to a higher extent, which supports previous literature. Our findings suggest that managers should prioritize high and low-commitment consumers differently and tailor blunder communication in handling online brand crises.
DOI	10.1177/14707853221132216
Cilt	65

Kaynağa git Özyeğin Üniversitesi

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Özyeğin Üniversitesi

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Impact of social media brand blunders on brand trust and brand liking

Yazar Şanlı, Ceren Hayran, Ceylan, M.

Basım Tarihi 2023-07

Basım Yeri - Sage

Konu Brand blunder, Brand commitment, Brand liking, Brand trust, Product failure, Product performance problem, Product-harm crisis, Social media

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1470-7853

Kayıt Numarası 1ddd9f44-3f6d-4855-93ec-cdc3d1a7f17c

Lokasyon Business Administration

Tarih 2023-07

Örnek Metin More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly important issue for marketing managers. The present research explores how online brand blunders influence consumers’ trust and liking toward the blunderer brand, and the role of brand commitment in this relationship. Three studies show that consumers evaluate online brand blunders differently than they do product performance problems. Specifically, upon receiving negative brand blunder information, high (vs. low)-commitment consumers’ brand trust and brand liking decrease to a higher extent due to finding the blunder less humorous and more offensive. On the contrary, upon receiving negative product performance information, low (vs. high)-commitment consumers’ brand trust and brand liking decrease to a higher extent, which supports previous literature. Our findings suggest that managers should prioritize high and low-commitment consumers differently and tailor blunder communication in handling online brand crises.

DOI 10.1177/14707853221132216

Cilt 65