Brand Unhappiness on Social Media

  • Kumru Uyar
  • Esra Kahya Ozyirmidokuz
  • Eduard Alexandru Stoica
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


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.


Brand unhappiness Customer feedback analysis Social media analysis Customer well-being 



This research was supported by Erciyes University Research Fund under the title “Formalizing and Analyzing Users’ Feedback to Evolve of STSs” project (Project id: FBA-2014-4850).


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Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  • Kumru Uyar
    • 1
  • Esra Kahya Ozyirmidokuz
    • 2
  • Eduard Alexandru Stoica
    • 3
  1. 1.Nuh Naci Yazgan UniversityKayseriTurkey
  2. 2.Erciyes UniversityKayseriTurkey
  3. 3.Lucian Blaga University of SibiuSibiuRomania

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