无礼
心理学
社会化媒体
感知
社会心理学
品牌社群
繁荣的
广告
业务
品牌管理
政治学
神经科学
法学
作者
Jeremy S. Wolter,Todd J. Bacile,Pei Xu
标识
DOI:10.1177/10946705221096192
摘要
Research on consumer engagement in social media is flourishing. However, online incivility is rampant and its effect on consumer engagement is unknown. The current work posits long-term consumer engagement with a brand is decreased when consumer-to-consumer uncivil interactions take place on brands’ social media channels. Using behavioral data from Facebook, the first study documents that a consumer’s incivility to another consumer increases the victim’s engagement in the short term but decreases their engagement over the long term. Further, a brand’s response mitigates these effects. Two follow-up studies using scenario-based experiments provide evidence that consumer injustice perceptions mediate a confrontation coping strategy, while ostracism perceptions mediate an avoidance coping strategy. The experiments also evidence that a brand response mitigates some of the effects of incivility. However, an uncivil interaction from a brand advocate can ostracize a victim despite a brand response. Together, our work furthers consumer engagement and consumer incivility theory while also suggesting that practitioners should manage incivility on brands’ social media pages.
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