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Brand Unhappiness on Social Media

In: Emerging Issues in the Global Economy

Author

Listed:
  • Kumru Uyar

    (Nuh Naci Yazgan University)

  • Esra Kahya Ozyirmidokuz

    (Erciyes University)

  • Eduard Alexandru Stoica

    (Lucian Blaga University of Sibiu)

Abstract

Social media is one of the places where brands can communicate with their customers and potential customers easily and fast. Although there are lots of advantages to using social media including low cost, being able to measure customers’ feelings, having fast and easy access to consumers, etc., it is very important for a firm not to make any mistakes on social media, because the online brand is lonely against to the crowd. Customers can easily give feedback about brands. Unhappy customers can share their opinion with the masses through social media and negatively affect the firm. It is important for firms to control and manage brand unhappiness. Firms should understand brand unhappiness factors in order to increase the happiness of their customers. This research aims to discover a better understanding of the brand unhappiness concept by examining the online social media feedback of customers. For this purpose, 17 different firms’ Facebook customer comments are analyzed. Therefore, the brand unhappiness factors on social media are extracted.

Suggested Citation

  • Kumru Uyar & Esra Kahya Ozyirmidokuz & Eduard Alexandru Stoica, 2018. "Brand Unhappiness on Social Media," Springer Proceedings in Business and Economics, in: Silvia Cristina Mărginean & Claudia Ogrean & Ramona Orăștean (ed.), Emerging Issues in the Global Economy, chapter 0, pages 371-380, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-71876-7_33
    DOI: 10.1007/978-3-319-71876-7_33
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