Would you mind your language, please? : Consumer Incivility on Social Media Platforms
Bhutto, M. H., Shaikh, A. A., & Karjaluoto, H. (2022). Would you mind your language, please? : Consumer Incivility on Social Media Platforms. In ICEB 2022 : Proceedings of the 22nd International Conference on Electronic Business (Article 57). International Consortium for Electronic Business. Proceedings of the International Conference on Electronic Business. https://aisel.aisnet.org/iceb2022/57/
DisciplineDigitaalinen liiketoiminta ja talous (painoala)Digital marketing and CommunicationMarkkinointiBasic or discovery scholarshipHyvinvoinnin tutkimuksen yhteisöDigital Business and Economy (focus area)Digital marketing and CommunicationMarketingBasic or discovery scholarshipSchool of Wellbeing
© International Consortium for Electronic Business
Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. experiencing uncivil comments or rude replies on Facebook, Twitter and Instagram). Using the stimulus-organism-response theory, this study investigated the impacts of consumer incivility on social media brand representatives’ efforts to deal with it, social media brand community participation and social media brand trust. The study also investigated the influence of social media brand representatives’ efforts to deal with consumer incivility on social media brand community participation and examined the relationships of these two factors with social media brand trust. Two hundred and forty social media consumers who had witnessed the effect of consumer incivility on social media community platforms completed the study questionnaires. SPSS 23 and SmartPLS-SEM (v. 3.3.7) were used to analyse the data obtained and to test the hypotheses. The results revealed that consumer incivility was significantly inversely associated with the causal constructs. The present study provided novel insights for high-tech social media industries, including digital marketers and community developers. ...
PublisherInternational Consortium for Electronic Business
ConferenceInternational Conference on Electronic Business
Is part of publicationICEB 2022 : Proceedings of the 22nd International Conference on Electronic Business
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Showing items with similar title or keywords.
Strategies of Eliciting Young People’s Affective and Quick Participation in a Youth Magazine’s Instagram Community Sormanen, Niina; Reinikainen, Hanna; Wilska, Terhi-Anna (Routledge, 2023)Traditional media have merged with social media and pursue to produce engaging content and form relationships with online audiences. At the same time, social media has allowed young people a venue to practice their basic ...
Instagram and Facebook brand community benefits consumers receive and value before and during the COVID-19 pandemic : case CrossFit Vuorenlinna, Tia (2021)Sosiaalisen median alustat, kuten Facebook ja Instagram, ovat mahdollistaneet yrityksille uusia tapoja tavoittaa ja kommunikoida brändisivujen seuraajien kanssa. Nämä sosiaalisen median brändiyhteisöt ovat melko uusi ja ...
Tanttu, Tuomo (2017)Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among ...
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; Asiati, Diah Isnaini (SAGE Publications, 2023)This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the ...