What is it about?
Consumers turn to social media platforms like Twitter to express their outrage towards brands violating social and ethical norms. In analyzing tweets from three different events, we find consumers create three different types of messages on Twitter, with one type having a high likelihood of going viral.
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Why is it important?
This research is important because it helps social media and digital marketing managers effectively manage online brand crises by offering a framework for detecting, categorizing, and responding to user generated content (UGC) that can damage a brand's reputation. By identifying different message types (sparks, embers, and ash) and their potential virality, managers can act quickly to mitigate negative online conversations, prioritize their responses, and reduce the overwhelming amount of data that makes decision-making difficult during brand firestorms. This insight allows brands to prepare for and respond to moral transgressions, improving overall crisis management.
Perspectives
Our research aimed to illuminate the dynamics of user-generated content (UGC) during brand transgressions by analyzing the characteristics of messages that contribute to online firestorms. By focusing on the typology and framing of UGC, we sought to provide managers with actionable insights for identifying and responding to different types of consumer outrage, ultimately empowering brands to navigate the complex digital landscape effectively.
Kimberly Legocki
University of San Francisco
Read the Original
This page is a summary of: Fanning the flames: understanding viral content after brand transgressions, Journal of Consumer Marketing, June 2022, Emerald,
DOI: 10.1108/jcm-02-2021-4473.
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