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Corporate conflict management on social media brand fan pages

Dineva, Denitsa Petrova, Breitsohl, J., Garrod, Brian (2017) Corporate conflict management on social media brand fan pages. Journal of Marketing Management, 33 (9-10). pp. 679-698. ISSN 0267-257X. E-ISSN 1472-1376. (doi:10.1080/0267257X.2017.1329225) (KAR id:62075)


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: Article
DOI/Identification number: 10.1080/0267257X.2017.1329225
Uncontrolled keywords: Conflict resolution, brand community, corporate governance, social media, consumer aggression
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Jan Breitsohl
Date Deposited: 14 Jun 2017 13:57 UTC
Last Modified: 08 Dec 2022 20:43 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Breitsohl, J..

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