Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their (1) attitude towards the brand and (2) word-of-mouth (WOM). As to the brand attitude, we argue that stakeholders mainly exposed to the brand crisis via social media have a more negative reaction towards the brand compared to those who are principally exposed via traditional media. As to the behaviour, we posit that social media exposure intensifies WOM. By analysing the Barilla crisis, the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a brand crisis.

The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case / Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo. - In: JOURNAL OF MARKETING COMMUNICATIONS. - ISSN 1352-7266. - 23:2(2017), pp. 135-148. [10.1080/13527266.2014.966478]

The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case

BALBONI, Bernardo;
2017

Abstract

Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their (1) attitude towards the brand and (2) word-of-mouth (WOM). As to the brand attitude, we argue that stakeholders mainly exposed to the brand crisis via social media have a more negative reaction towards the brand compared to those who are principally exposed via traditional media. As to the behaviour, we posit that social media exposure intensifies WOM. By analysing the Barilla crisis, the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a brand crisis.
23
2
135
148
The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case / Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo. - In: JOURNAL OF MARKETING COMMUNICATIONS. - ISSN 1352-7266. - 23:2(2017), pp. 135-148. [10.1080/13527266.2014.966478]
Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1134536
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