Calming the Storm: How Non-Negative Messages From Fellow Consumers Can Dispel Negativity in a Social Media Firestorm

This research explores the potential of non-negative consumer messages to counteract negativity in social media firestorms through emotional contagion. 1,186 tweets were examined in response to a McDonald’s Japan service issue, revealing that non-negative messages tend to align emotionally with preceding messages. This suggests a temporary mitigation of negativity. Investigating emotional contagion within social media firestorms challenged the prevailing notion of negativity bias, indicating a focus on maintaining a positive affective state. Practical implications suggest organizations should monitor and acknowledge non-negative messages during crises to identify advocates and gain insights into subnetwork impact. Incorporating elements from contagious non-negative posts in responses can help mitigate reputational damage. This research contributes to a deeper understanding of emotional contagion dynamics in social media firestorms, aiding organizations in managing their online reputation during crises.