Setting the Right Tone: How the Interplay of Response Style and User Goals Influences the Effectiveness of Handling Consumer Criticism in Social Media

摘要

This paper analyzes how the effectiveness of a brand response to nWOM in social media depends on response style and observing users' goals. More specifically, we analyze how users perceive different brand response strategies (accommodative vs. defensive) and response style (humoristic vs. factual) when they strive for hedonic or utilitarian goals. Furthermore, we examine how these perceived benefits of a brand fan page act as a mediator for the relationship between response strategy and observing users' brand attitude.