6533b85efe1ef96bd12c077e

RESEARCH PRODUCT

Brand Unhappiness on Social Media

Esra Kahya ÖZyirmidokuzEduard Alexandru StoicaKumru Uyar

subject

FeelingOrder (business)media_common.quotation_subjectControl (management)HappinessSocial mediaAdvertisingBusinessAffect (psychology)media_common

description

Social media is one of the places where brands can communicate with their customers and potential customers easily and fast. Although there are lots of advantages to using social media including low cost, being able to measure customers’ feelings, having fast and easy access to consumers, etc., it is very important for a firm not to make any mistakes on social media, because the online brand is lonely against to the crowd. Customers can easily give feedback about brands. Unhappy customers can share their opinion with the masses through social media and negatively affect the firm. It is important for firms to control and manage brand unhappiness. Firms should understand brand unhappiness factors in order to increase the happiness of their customers. This research aims to discover a better understanding of the brand unhappiness concept by examining the online social media feedback of customers. For this purpose, 17 different firms’ Facebook customer comments are analyzed. Therefore, the brand unhappiness factors on social media are extracted.

https://avesis.erciyes.edu.tr/publication/details/5007708a-79bc-421e-95ae-dc09eb54988f/oai