What is it about?
Consumers use social media to express dissatisfaction when they perceive government agencies have failed to act properly. Focusing on reactions to the 2017 Charlottesville Unite the Right rally, this study identifies five ways consumers express their dissatisfaction.
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Why is it important?
This research is important because it highlights how consumers increasingly use social media as a platform to hold public service providers accountable for perceived failures, such as during the 2017 Charlottesville Unite the Right rally. It explores the power of digital consumer voice, showing how individuals express dissatisfaction, seek solutions, or even engage in harmful behaviors like doxxing to address unmet expectations. Understanding these behaviors is crucial for public service providers and policymakers to develop effective responses, protect privacy, and balance freedom of expression with the need for content moderation.
Perspectives
We conducted this research to better understand how consumers use social media to voice dissatisfaction and hold public services accountable after perceived failures. By analyzing digital reactions, like those to the 2017 Charlottesville rally, we aim to shed light on how individuals exercise power online and how this impacts organizations, public policy, and broader societal dynamics.
Kimberly Legocki
University of San Francisco
Read the Original
This page is a summary of: Sound and Fury: Digital Vigilantism as a Form of Consumer Voice, Journal of Marketing & Public Policy, February 2020, SAGE Publications,
DOI: 10.1177/0743915620902403.
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