Linguistic Elements of Social Media Apologies and their Effect on Consumer Outcomes
Grade Level at Time of Presentation
Junior
Major
Marketing
Minor
Psychological Sciences
Institution
Western Kentucky University
KY House District #
5
KY Senate District #
01
Faculty Advisor/ Mentor
Joanna Phillips Melancon, PhD
Department
Department of Marketing
Abstract
Consumer complaints about product and service failures are constantly visible to anyone today via social media. The viral nature of social media poses a constant threat to brand reputation and motivates the need for corporate apologies when organizations violate consumer expectations. Generally, apologies have been hailed as effective remedies for corporate failures. They are proven to reduce negative online posts, spur positive attitude change, and renew purchase intentions. Despite positive regard toward the effectiveness of apologies, the concept is largely unexplored in the marketing sphere and is commonly observed from a macro perspective. In addition, there are few studies testing the effects of routine apologies delivered on social media platforms. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and brand advocacy. This analysis builds on prior literature in social psychology, public relations, and business ethics to contribute insights into effective social media apologies to marketing knowledge and practice.
Linguistic Elements of Social Media Apologies and their Effect on Consumer Outcomes
Consumer complaints about product and service failures are constantly visible to anyone today via social media. The viral nature of social media poses a constant threat to brand reputation and motivates the need for corporate apologies when organizations violate consumer expectations. Generally, apologies have been hailed as effective remedies for corporate failures. They are proven to reduce negative online posts, spur positive attitude change, and renew purchase intentions. Despite positive regard toward the effectiveness of apologies, the concept is largely unexplored in the marketing sphere and is commonly observed from a macro perspective. In addition, there are few studies testing the effects of routine apologies delivered on social media platforms. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and brand advocacy. This analysis builds on prior literature in social psychology, public relations, and business ethics to contribute insights into effective social media apologies to marketing knowledge and practice.