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Managing Consumers’ Negative Comments in Period of Crisis. The Case of the Greek Super Markets

In: Strategic Innovative Marketing

Author

Listed:
  • Ioannis Antoniadis

    (Western Macedonia University of Applied Sciences)

  • Vasilis Patoulidis

    (Western Macedonia University of Applied Sciences)

Abstract

The use of social media by firms and marketers is becoming essential due to the huge possibilities offered for low-cost promotion and improvement of their brand image. But, by nature, social media could be harmful for companies and brands as the published content often attracts negative comments by consumers and social media users. In the present paper, the negative comments on the official Facebook pages of Greek supermarkets are analyzed in order to examine the strategies used by firms to tackle negative electronic word of mouth (NEWOM). The particular strategies are evaluated based on the literature and provide useful conclusions about the effect on the corporations’ brand image.

Suggested Citation

  • Ioannis Antoniadis & Vasilis Patoulidis, 2019. "Managing Consumers’ Negative Comments in Period of Crisis. The Case of the Greek Super Markets," Springer Proceedings in Business and Economics, in: Damianos P. Sakas & Dimitrios K. Nasiopoulos (ed.), Strategic Innovative Marketing, pages 3-8, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-16099-9_1
    DOI: 10.1007/978-3-030-16099-9_1
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    Cited by:

    1. Handayani, Bintang, 2021. "Foodstragramming of Solo Dining Experiencescape: The Fear of Missing Out," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 12(01), January.

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