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2019 | OriginalPaper | Chapter

Managing Consumers’ Negative Comments in Period of Crisis. The Case of the Greek Super Markets

Authors : Ioannis Antoniadis, Vasilis Patoulidis

Published in: Strategic Innovative Marketing

Publisher: Springer International Publishing

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Abstract

The use of social media by firms and marketers is becoming essential due to the huge possibilities offered for low-cost promotion and improvement of their brand image. But, by nature, social media could be harmful for companies and brands as the published content often attracts negative comments by consumers and social media users. In the present paper, the negative comments on the official Facebook pages of Greek supermarkets are analyzed in order to examine the strategies used by firms to tackle negative electronic word of mouth (NEWOM). The particular strategies are evaluated based on the literature and provide useful conclusions about the effect on the corporations’ brand image.

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next chapter Perceived Corporate Social Responsibility and Job Satisfaction in a Port Logistics Organization
Footnotes
1
The second biggest retailer did not have an official page in social media during the time this research was conducted.
 
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Metadata
Title
Managing Consumers’ Negative Comments in Period of Crisis. The Case of the Greek Super Markets
Authors
Ioannis Antoniadis
Vasilis Patoulidis
Copyright Year
2019
Book
Strategic Innovative Marketing

Print ISBN: 978-3-030-16098-2

Electronic ISBN: 978-3-030-16099-9

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-16099-9_1

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