IDEAS home Printed from https://ideas.repec.org/a/pal/crepre/v22y2019i2d10.1057_s41299-018-0057-4.html
   My bibliography  Save this article

Brand Crisis-Sentiment Analysis of User-Generated Comments About @Maggi on Facebook

Author

Listed:
  • Mridula S. Mishra

    (Majestic Research Services and Solutions)

  • Ruppal W. Sharma

    (S P Jain Institute of Management and Research)

Abstract

This paper examines the brand crisis faced by Maggi, Nestle’s brand of instant noodles in India, and analyzes the extent to which a health-related crisis can impact consumer response on social media (Facebook) for a strong and trusted brand. The sentiment analysis of the consumer comments and posts was done using Lexalytics and brand associations were ascertained through generation of word clouds. It was found that the impact of negative consumer sentiments on net polarity score during the crisis was mitigated to a significant extent by high positive valence of counterarguments put forth by committed consumers. Today, social media has emerged as a major platform for brand crisis and reputation management and this paper contributes to literature, by proposing a conceptual model based on consumer sentiment in response to corporate communication by the affected brand and its key competitor on social media, both during and post the brand crisis. The findings and implications of this research can help brand managers formulate their social media strategy for effective crisis management.

Suggested Citation

  • Mridula S. Mishra & Ruppal W. Sharma, 2019. "Brand Crisis-Sentiment Analysis of User-Generated Comments About @Maggi on Facebook," Corporate Reputation Review, Palgrave Macmillan, vol. 22(2), pages 48-60, May.
    • Handle: RePEc:pal:crepre:v:22:y:2019:i:2:d:10.1057_s41299-018-0057-4
    DOI: 10.1057/s41299-018-0057-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41299-018-0057-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41299-018-0057-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Cleeren, K. & Dekimpe, M.G. & Helsen, K., 2008. "Weathering product-harm crises," Other publications TiSEM 283b51f8-dd35-4a10-930a-8, Tilburg University, School of Economics and Management.
    2. Sandra Maria Correia Loureiro & Eduardo Moraes Sarmento & Goulwen Le Bellego, 2017. "The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1360031-136, January.
    3. Yan Liu & Venkatesh Shankar, 2015. "The Dynamic Impact of Product-Harm Crises on Brand Preference and Advertising Effectiveness: An Empirical Analysis of the Automobile Industry," Management Science, INFORMS, vol. 61(10), pages 2514-2535, October.
    4. Harald Van Heerde & Kristiaan Helsen & Marnik G. Dekimpe, 2007. "The Impact of a Product-Harm Crisis on Marketing Effectiveness," Marketing Science, INFORMS, vol. 26(2), pages 230-245, 03-04.
    5. Kathleen Cleeren & Marnik G. Dekimpe & Harald J. Heerde, 2017. "Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 593-615, September.
    Full references (including those not matched with items on IDEAS)

    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. Mukherjee, Arka & Chauhan, Satyaveer S., 2021. "The impact of product recall on advertising decisions and firm profit while envisioning crisis or being hazard myopic," European Journal of Operational Research, Elsevier, vol. 288(3), pages 953-970.
    2. Mukherjee, Arka & Carvalho, Margarida & Zaccour, Georges, 2023. "Managing quality and pricing during a product recall: An analysis of pre-crisis, crisis and post-crisis regimes," European Journal of Operational Research, Elsevier, vol. 307(1), pages 406-420.
    3. Jafarzadeh Ghazi, Amirhossein & Karray, Salma & Azad, Nader, 2023. "Price and quality competition while envisioning a quality-related product recall," European Journal of Operational Research, Elsevier, vol. 311(2), pages 486-501.
    4. Li, Huashan & Bapuji, Hari & Talluri, Srinivas & Singh, Prakash J., 2022. "A Cross-disciplinary review of product recall research: A stakeholder-stage framework," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 163(C).
    5. Zhihui Sun & Dejun Wu & Min Zhang, 2021. "Better late than never? Corporate social responsibility engagement after product-harm crises," Asia Pacific Journal of Management, Springer, vol. 38(4), pages 1209-1259, December.
    6. Raoul V. Kübler & Michael Langmaack & Sönke Albers & Wayne D. Hoyer, 2020. "The impact of value-related crises on price and product-performance elasticities," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 776-794, July.
    7. Kathleen Cleeren & Marnik G. Dekimpe & Harald J. Heerde, 2017. "Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 593-615, September.
    8. Yang Gao & Wenjing Duan & Huaxia Rui, 2022. "Does Social Media Accelerate Product Recalls? Evidence from the Pharmaceutical Industry," Information Systems Research, INFORMS, vol. 33(3), pages 954-977, September.
    9. Isaac M Dinner & Tarun Kushwaha & Jan-Benedict E M Steenkamp, 2019. "Psychic distance and performance of MNCs during marketing crises," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 339-364, April.
    10. Alexander Mafael & Sascha Raithel & Stefan J. Hock, 2022. "Managing customer satisfaction after a product recall: the joint role of remedy, brand equity, and severity," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 174-194, January.
    11. Olga Untilov & Stéphane Ganassali, 2020. "Product‐harm science communication: The halo effect and its moderators," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 1002-1027, September.
    12. Vaid, Shashank & Donthu, Naveen, 2023. "When injured product users may also stay satisfied: A macro-level analysis," Journal of Business Research, Elsevier, vol. 162(C).
    13. Verdiana Giannetti & Raji Srinivasan, 2021. "The cloud and its silver lining: negative and positive spillovers from automotive recalls," Marketing Letters, Springer, vol. 32(4), pages 397-409, December.
    14. Astvansh, Vivek & Eshghi, Kamran, 2023. "The effects of regulatory investigation, supplier defect, and product age on stock investors’ reaction to an automobile recall," Journal of Business Research, Elsevier, vol. 167(C).
    15. Jinhui Han & Suresh P. Sethi & Chi Chung Siu & Sheung Chi Phillip Yam, 2023. "Co‐op advertising in randomly fluctuating markets," Production and Operations Management, Production and Operations Management Society, vol. 32(6), pages 1617-1635, June.
    16. Yang, Zhiyong & Freling, Traci & Sun, Sijie & Richardson-Greenfield, Pam, 2022. "When do product crises hurt business? A meta-analytic investigation of negative publicity on consumer responses," Journal of Business Research, Elsevier, vol. 150(C), pages 102-120.
    17. Ramah Al Balawi & Yuheng Hu & Liangfei Qiu, 2023. "Brand Crisis and Customer Relationship Management on Social Media: Evidence from a Natural Experiment from the Airline Industry," Information Systems Research, INFORMS, vol. 34(2), pages 442-462, June.
    18. Olga Untilov & Stéphane Ganassali, 2020. "Product‐harm science communication: The halo effect and its moderators," Post-Print hal-02957579, HAL.
    19. Chen Zhou & Shrihari Sridhar & Rafael Becerril-Arreola & Tony Haitao Cui & Yan Dong, 2019. "Promotions as competitive reactions to recalls and their consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 702-722, July.
    20. Linlin Zheng & Yashi Dong & Jineng Chen & Yuyi Li & Wenzhuo Li & Miaolian Su, 2022. "Impact of Crisis on Sustainable Business Model Innovation—The Role of Technology Innovation," Sustainability, MDPI, vol. 14(18), pages 1-28, September.

    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:pal:crepre:v:22:y:2019:i:2:d:10.1057_s41299-018-0057-4. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.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.