Sosyal Medyada Marka Krizi İletişimi ve Tüketici Marka Etkileşimi: Çalışanlarının Yarattığı Kriz Örneği

Sosyal medya, markaların tüketicilerle anında iletişim kurmasını ve kullanıcı katılımını artırmasını sağlar. Bununla birlikte, tüketicilerin sosyal medyadaki marka etkileşimi, özellikle bir krizin varlığında her zaman olumlu değildir. Tüketicilerin sosyal medya aracılığıyla güçlenmesi ve markaların marka değerini şekillendiren birden fazla paydaşı göz önüne alındığında, tüketici marka bağlılığı daha karmaşık hale gelir. Bu araştırmanın amacı, ön cephe çalışanlarının perakende ortamında bir grup tüketiciye karşı uygunsuz davranışlarıyla başlatılan bir marka krizi iletişimine tüketicilerin çok yönlü çevrimiçi yorumlarını keşfetmektir. Veriler, markanın resmi Instagram hesabında paylaşılan marka krizi iletişiminden elde edilmiştir. Toplulukçu bir kültürde yaşayan tüketicilerin gerçek zamanlı Instagram verilerine odaklanarak, hibrit ve çok değerli tüketici marka bağlılığı biçimlerini sınıflandırmak için bir tipoloji geliştirildi. Çalışma tüketici marka bağlılığı ve marka kriz iletişimi literatürüne katkı sağlamaktadır.

Anahtar Kelimeler:

Tüketici Marka Etkileşimi, sosyal medya, Marka Kriz İletişimi, Çalışanlar

Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis

Social media enables brands to communicate instantly with consumers and drive user engagement. However, consumers’ brand engagement on social media is not always positive, especially in the presence of a crisis. Consumer brand engagement becomes more complicated given consumers’ empowerment through social media and the brands’ multiple stakeholders that shape brands’ value. The purpose of this research is to explore consumers’ multi-valenced online comments to a brand crisis communication initiated by front-line employees’ misbehavior to a group of consumers in the retail environment. Data was collected from the brand crisis communication that was shared on the official Instagram account of the brand. Focusing on real time Instagram data from consumers that reside in a collectivistic culture, a typology was developed to classify the hybrid and multi-valenced forms of consumer brand engagement. The study contributes to the consumer brand engagement and brand crisis communication literatures.

Keywords:

Consumer Brand Engagement, social media, Brand Crisis Communication, Front-line Employees,

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