IDEAS home Printed from https://ideas.repec.org/a/gam/jscscx/v10y2021i9p318-d620352.html
   My bibliography  Save this article

Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time

Author

Listed:
  • Jennifer Johnson Jorgensen

    (Department of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, Lincoln, NE 68588, USA)

  • Katelyn Sorensen

    (Department of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, Lincoln, NE 68588, USA)

Abstract

Consumers have been advocating for a variety of causes, and in turn, retailers are expressing their political opinions through social-media posts in hopes of aligning with their customers’ views. This study looks at a single case in which customers reacted to a retailer’s political opinion posted on a social media account. Data was collected at the time of the retailer’s political post and up to three years afterward. Content analysis was employed to identify themes from the customer reviews posted, and four themes were identified. Of significance, this study found that customers of a retail store typically merge feelings on the retailer’s product and political post or the retailer’s service and the political post within their social media responses. Thus, a majority of customers in this case were not exclusively focused on battling the political post on social media. Also, a shift in customers’ opinions of the retailer shifted positively over time.

Suggested Citation

  • Jennifer Johnson Jorgensen & Katelyn Sorensen, 2021. "Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time," Social Sciences, MDPI, vol. 10(9), pages 1-11, August.
    • Handle: RePEc:gam:jscscx:v:10:y:2021:i:9:p:318-:d:620352
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-0760/10/9/318/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-0760/10/9/318/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bernard J. Jansen & Mimi Zhang & Kate Sobel & Abdur Chowdury, 2009. "Twitter power: Tweets as electronic word of mouth," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 60(11), pages 2169-2188, November.
    2. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    3. Ana Isabel Canhoto & Dirk vom Lehn & Finola Kerrigan & Cagri Yalkin & Marc Braun & Nicola Steinmetz, 2015. "Fall and redemption: Monitoring and engaging in social media conversations during a crisis," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1084978-108, December.
    4. Paniagua, Jordi & Sapena, Juan, 2014. "Business performance and social media: Love or hate?," Business Horizons, Elsevier, vol. 57(6), pages 719-728.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rafael Villa & Marta Serrano & Tomás García & Gema González, 2023. "To Green or Not to Green: The E-Commerce-Delivery Question," Sustainability, MDPI, vol. 15(16), pages 1-21, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Charitha Harshani Perera & Rajkishore Nayak & Long Thang Van Nguyen, 2019. "Role of social word-of-mouth on emotional brand attachment and brand choice intention: A study on private educational institutes in Vietnam," Proceedings of Business and Management Conferences 8611115, International Institute of Social and Economic Sciences.
    2. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    3. Othman Boujena & Isabelle Ulrich & Aikaterini Manthiou & Bruno Godey, 2021. "Customer engagement and performance in social media: a managerial perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 965-987, December.
    4. Avneet Kaur & Sujata Khandai & Jones Mathew, 2023. "Mapping the Field of Social Media Engagement: A Literature Review Using Bibliometric Analysis," FIIB Business Review, , vol. 12(4), pages 368-385, December.
    5. Arpan Kumar Kar, 2021. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 23(5), pages 1341-1361, September.
    6. Griffith, Denni Arli & van Esch, Patrick & Trittenbach, Makayla, 2018. "Investigating the mediating effect of Uber's sexual harassment case on its brand: Does it matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 111-118.
    7. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    8. Jordi Paniagua & Rafael Rivelles & Juan Sapena, 2019. "Social Determinants of Success: Social Media, Corporate Governance and Revenue," Sustainability, MDPI, vol. 11(19), pages 1-17, September.
    9. Arpan Kumar Kar, 0. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 0, pages 1-21.
    10. Boerman, Sophie C. & Willemsen, Lotte M. & Van Der Aa, Eva P., 2017. "“This Post Is Sponsored”," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 82-92.
    11. Jordi Paniagua & Marta Peris-Ortiz & Pawel Korzynski, 2020. "Talent Goes Social: Online Corporate Networking and Business Performance," Sustainability, MDPI, vol. 12(20), pages 1-13, October.
    12. Grover, Purva & Kar, Arpan Kumar, 2020. "User engagement for mobile payment service providers – introducing the social media engagement model," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    13. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    14. Femg, Xunan & Johansson, Anders C., 2019. "News or Noise? The Information Content of Social Media in China," Stockholm School of Economics Asia Working Paper Series 2019-52, Stockholm School of Economics, Stockholm China Economic Research Institute.
    15. Xuan Yang & Xiao Li & Daning Hu & Harry Jiannan Wang, 2021. "Differential impacts of social influence on initial and sustained participation in open source software projects," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(9), pages 1133-1147, September.
    16. Suomi, Kati & Luonila, Mervi & Tähtinen, Jaana, 2020. "Ironic festival brand co-creation," Journal of Business Research, Elsevier, vol. 106(C), pages 211-220.
    17. SZIKSZAI-NÉMETH Ketrin, 2020. "Personal Branding In Team Sports Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 416-424, July.
    18. Yousef Ahmad El Dameh & Hamad AL Ghadeer, 2021. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 130-130, July.
    19. Bertrand Jayles & Clément Sire & Ralf H J M Kurvers, 2021. "Crowd control: Reducing individual estimation bias by sharing biased social information," PLOS Computational Biology, Public Library of Science, vol. 17(11), pages 1-28, November.
    20. Halloran, Timothy J. & Lutz, Richard J., 2021. "Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 83-95.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jscscx:v:10:y:2021:i:9:p:318-:d:620352. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.