Brand Crisis-Sentiment Analysis of User-Generated Comments About @Maggi on Facebook

Mishra, Mridula; Sharma, Ruppal Walia

doi:10.1057/s41299-018-0057-4

Cited by 19 publications

(21 citation statements)

References 34 publications

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“…Therefore, the results of the current research do not predict a disaster for Subway. Nonetheless, the instances of few unbalanced triads is interesting for marketing practice because it may result from counterarguments provided by brand advocates (Mishra and Sharma, 2019) or from a strong brand protecting the negative influence of a crisis (Rea, et al, 2014).…”

Section: Discussion and Managerial Implicationsmentioning

confidence: 99%

“…Research explores general social platforms (Pace, Balboni, & Gistri, 2017) and the specific Facebook platform (Han, Sung, & Kim, 2018;S. Lee and Atkinson, 2019;Mishra and Sharma, 2019). Social media and brand crisis research has investigated both true crisis situations (Pace, et al, 2017) as well as those that are false (Vafeiadis, et al, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Pace, et al (2017) investigate the effects of a Barilla family business spokesperson making homophobic comments in social media and find that social media can multiply the crisis effects. However, other research shows that social media can also function to mediate the effects of a crisis when counter-critical comments are made by committed consumers (Mishra and Sharma, 2019). Mishra and Sharma (2019) conduct a sentiment analysis on comments made by people using Facebook following news that the Maggi brand of noodles were contaminated.…”

Section: Literature Reviewmentioning

confidence: 99%

“…However, other research shows that social media can also function to mediate the effects of a crisis when counter-critical comments are made by committed consumers (Mishra and Sharma, 2019). Mishra and Sharma (2019) conduct a sentiment analysis on comments made by people using Facebook following news that the Maggi brand of noodles were contaminated. Vafeiadis, et al (2019) suggests that, in the case of a false negative crisis, that attacking the credibility of the source in social media is a better option than a direct rebuttal to the rumour's substance.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Therefore, the social networks activated through various platforms can influence crisis effects while the direction depends on the actors expressing their voice. While research has explored different crisis types based on competence (Mishra and Sharma, 2019) and those based on character (Pace, et al, 2017), no direct comparison seems to have been made in crisis effects through social media. This represents an important gap in the literature.…”

Section: Literature Reviewmentioning

confidence: 99%

See 4 more Smart Citations

Social media responses and brand personality in product and moral harm crises: why waste a good crisis?

Nadeau

Rutter

Lettice

2020

Journal of Marketing Management

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When a brand crisis happens, a manager needs to be ready to mitigate its potentially damaging effects. The purpose of this research is to understand the process of attitudinal changes towards a brand in a crisis and the brand's communication around the crisis by utilising balance theory and brand personality. Four crisis case studies were selected based on type of crisis, scale of crisis (national/international), organisation business model (franchise or nonfranchise) and recency of the crisis. We collected data from brands' Twitter platforms three months on either side of the crisis event horizon. Results demonstrate an opportunity to update the balance theory approach in a crisis by considering the type of crisis (product harm vs. moral harm) relative to brand personality (brand competence vs. brand character). Balance theory helps explain how consumer attitude changes occur through a crisis. Further, the mapping of brand communications in social media over four selected case studies show that brand personality identity can change as a result of a crisis and demonstrate how brand managers can actively frame their online communication to help the brand to recover more effectively from a crisis. Statement of ContributionThis research makes a theoretical and empirical contribution to brand management in a crisis by extending balance theory into the understudied intersection of brand personality and crisis type. It does this by examining both the consumer attitudinal changes expressed in social media during a crisis and the subsequent brand management response. A methodological contribution is made by accounting for both perspectives in one paper.

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Section: Discussion and Managerial Implicationsmentioning

confidence: 99%