Impact of Social Media Brand Blunders on Brand Trust and Brand Liking

Ceren Hayran*, Melis Ceylan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
241 Downloads (Pure)

Abstract

More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly important issue for marketing managers. The present research explores how online brand blunders influence consumers’ trust and liking toward the blunderer brand, and the role of brand commitment in this relationship. Three studies show that consumers evaluate online brand blunders differently than they do product performance problems. Specifically, upon receiving negative brand blunder information, high (vs. low)-commitment consumers’ brand trust and brand liking decrease to a higher extent due to finding the blunder less humorous and more offensive. On the contrary, upon receiving negative product performance information, low (vs. high)-commitment consumers’ brand trust and brand liking decrease to a higher extent, which supports previous literature. Our findings suggest that managers should prioritize high and low-commitment consumers differently and tailor blunder communication in handling online brand crises.
Original languageEnglish
Pages (from-to)466-483
Number of pages18
JournalInternational Journal of Market Research
Volume65
Issue number4
Early online date1 Nov 2022
DOIs
Publication statusPublished - Jul 2023

Keywords

  • brand blunder
  • brand commitment
  • brand liking
  • brand trust
  • product failure
  • product performance problem
  • product-harm crisis
  • social media

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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