Abstract
The use of social media by firms and marketers is becoming essential due to the huge possibilities offered for low-cost promotion and improvement of their brand image. But, by nature, social media could be harmful for companies and brands as the published content often attracts negative comments by consumers and social media users. In the present paper, the negative comments on the official Facebook pages of Greek supermarkets are analyzed in order to examine the strategies used by firms to tackle negative electronic word of mouth (NEWOM). The particular strategies are evaluated based on the literature and provide useful conclusions about the effect on the corporations’ brand image.
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Notes
- 1.
The second biggest retailer did not have an official page in social media during the time this research was conducted.
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Antoniadis, I., Patoulidis, V. (2019). Managing Consumers’ Negative Comments in Period of Crisis. The Case of the Greek Super Markets. In: Sakas, D., Nasiopoulos, D. (eds) Strategic Innovative Marketing. IC-SIM 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-16099-9_1
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