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Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages

Denitsa Dineva, Jan Breitsohl, Brian Garrod Orcid Logo, Philip Megicks

Journal of Interactive Marketing, Volume: 52, Pages: 118 - 136

Swansea University Author: Brian Garrod Orcid Logo

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DOI (Published version): 10.1016/j.intmar.2020.05.002

Abstract

Past research has demonstrated that consumer-to-consumer (C2C) conflicts, heredefined as uncivil social interactions between consumers, can have a negative impact onconsumers’ engagement in social media fan pages (SMFPs). Little is known, however, abouthow best to manage such conflicts, and this is...

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Published in: Journal of Interactive Marketing
ISSN: 1094-9968
Published: Elsevier BV 2020
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa54410
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Abstract: Past research has demonstrated that consumer-to-consumer (C2C) conflicts, heredefined as uncivil social interactions between consumers, can have a negative impact onconsumers’ engagement in social media fan pages (SMFPs). Little is known, however, abouthow best to manage such conflicts, and this is particularly true in the non-profit context. Thispaper follows a mixed-method approach in order to address this research gap. Study 1 uses anetnography of a non-profit organization (NPO) to examine how it manages C2C conflicts onits SMFP. Five different conflict-management strategies are identified: non-engaging,censoring, bolstering, educating, and mobilizing. These findings inform Study 2, an onlineexperiment to test how different strategies affect consumers’ attitudes towards the conflictmanagementapproach itself and towards the NPO’s social responsibility. Study 2 also accountsfor the moderating effect of the conflict content, differentiating between whether a conflictrelates to a consumer’s self-benefit or the benefit to others. Our results offer insights forpractitioners into preferable content management strategies when consumers engage indifferent types of conflict on social media platforms.
Keywords: conflict management; customer misbehavior; uncivil consumer-to-consumer communication; social media fan pages; non-profit organizations; self and others benefits
College: Faculty of Humanities and Social Sciences
Start Page: 118
End Page: 136

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