Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages

Dineva, Denitsa; Breitsohl, Jan; Garrod, Brian; Megicks, Philip

doi:10.1016/j.intmar.2020.05.002

Journal article 944 views 706 downloads

Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages

Denitsa Dineva, Jan Breitsohl, Brian Garrod

, Philip Megicks

Journal of Interactive Marketing, Volume: 52, Pages: 118 - 136

Swansea University Author: Brian Garrod

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DOI (Published version): 10.1016/j.intmar.2020.05.002

Abstract

Past research has demonstrated that consumer-to-consumer (C2C) conflicts, heredefined as uncivil social interactions between consumers, can have a negative impact onconsumers’ engagement in social media fan pages (SMFPs). Little is known, however, abouthow best to manage such conflicts, and this is...

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Published in:	Journal of Interactive Marketing
ISSN:	1094-9968
Published:	Elsevier BV 2020
Online Access:	Check full text
URI:	https://cronfa.swan.ac.uk/Record/cronfa54410

first_indexed	2020-06-08T19:09:16Z
last_indexed	2020-10-02T03:15:14Z
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spelling	2020-10-01T11:32:03.8053340 v2 54410 2020-06-08 Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2020-06-08 CBAE Past research has demonstrated that consumer-to-consumer (C2C) conflicts, heredefined as uncivil social interactions between consumers, can have a negative impact onconsumers’ engagement in social media fan pages (SMFPs). Little is known, however, abouthow best to manage such conflicts, and this is particularly true in the non-profit context. Thispaper follows a mixed-method approach in order to address this research gap. Study 1 uses anetnography of a non-profit organization (NPO) to examine how it manages C2C conflicts onits SMFP. Five different conflict-management strategies are identified: non-engaging,censoring, bolstering, educating, and mobilizing. These findings inform Study 2, an onlineexperiment to test how different strategies affect consumers’ attitudes towards the conflictmanagementapproach itself and towards the NPO’s social responsibility. Study 2 also accountsfor the moderating effect of the conflict content, differentiating between whether a conflictrelates to a consumer’s self-benefit or the benefit to others. Our results offer insights forpractitioners into preferable content management strategies when consumers engage indifferent types of conflict on social media platforms. Journal Article Journal of Interactive Marketing 52 118 136 Elsevier BV 1094-9968 conflict management; customer misbehavior; uncivil consumer-to-consumer communication; social media fan pages; non-profit organizations; self and others benefits 1 11 2020 2020-11-01 10.1016/j.intmar.2020.05.002 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2020-10-01T11:32:03.8053340 2020-06-08T14:35:10.7310840 Faculty of Humanities and Social Sciences School of Management - Business Management Denitsa Dineva 1 Jan Breitsohl 2 Brian Garrod 0000-0002-5468-6816 3 Philip Megicks 4 54410__17759__f417055e649a467bbef32d19e8e9cb9d.pdf 54410.pdf 2020-07-22T16:46:30.5160082 Output 1444206 application/pdf Accepted Manuscript true 2021-08-09T00:00:00.0000000 Released under the terms of a Creative Commons Attribution Non-Commercial No Derivatives License (CC-BY-NC-ND). true eng
title	Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages
spellingShingle	Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages Brian Garrod
title_short	Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages
title_full	Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages
title_fullStr	Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages
title_full_unstemmed	Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages
title_sort	Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages
author_id_str_mv	4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv	4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author	Brian Garrod
author2	Denitsa Dineva Jan Breitsohl Brian Garrod Philip Megicks
format	Journal article
container_title	Journal of Interactive Marketing
container_volume	52
container_start_page	118
publishDate	2020
institution	Swansea University
issn	1094-9968
doi_str_mv	10.1016/j.intmar.2020.05.002
publisher	Elsevier BV
college_str	Faculty of Humanities and Social Sciences
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hierarchy_top_title	Faculty of Humanities and Social Sciences
hierarchy_parent_id	facultyofhumanitiesandsocialsciences
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department_str	School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description	Past research has demonstrated that consumer-to-consumer (C2C) conflicts, heredefined as uncivil social interactions between consumers, can have a negative impact onconsumers’ engagement in social media fan pages (SMFPs). Little is known, however, abouthow best to manage such conflicts, and this is particularly true in the non-profit context. Thispaper follows a mixed-method approach in order to address this research gap. Study 1 uses anetnography of a non-profit organization (NPO) to examine how it manages C2C conflicts onits SMFP. Five different conflict-management strategies are identified: non-engaging,censoring, bolstering, educating, and mobilizing. These findings inform Study 2, an onlineexperiment to test how different strategies affect consumers’ attitudes towards the conflictmanagementapproach itself and towards the NPO’s social responsibility. Study 2 also accountsfor the moderating effect of the conflict content, differentiating between whether a conflictrelates to a consumer’s self-benefit or the benefit to others. Our results offer insights forpractitioners into preferable content management strategies when consumers engage indifferent types of conflict on social media platforms.
published_date	2020-11-01T19:54:31Z
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Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages

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