Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time
Consumers have been advocating for a variety of causes, and in turn, retailers are expressing their political opinions through social-media posts in hopes of aligning with their customers’ views. This study looks at a single case in which customers reacted to a retailer’s political opinion posted on...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-08-01
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| Series: | Social Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-0760/10/9/318 |
| _version_ | 1797517145706332160 |
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| author | Jennifer Johnson Jorgensen Katelyn Sorensen |
| author_facet | Jennifer Johnson Jorgensen Katelyn Sorensen |
| author_sort | Jennifer Johnson Jorgensen |
| collection | DOAJ |
| description | Consumers have been advocating for a variety of causes, and in turn, retailers are expressing their political opinions through social-media posts in hopes of aligning with their customers’ views. This study looks at a single case in which customers reacted to a retailer’s political opinion posted on a social media account. Data was collected at the time of the retailer’s political post and up to three years afterward. Content analysis was employed to identify themes from the customer reviews posted, and four themes were identified. Of significance, this study found that customers of a retail store typically merge feelings on the retailer’s product and political post or the retailer’s service and the political post within their social media responses. Thus, a majority of customers in this case were not exclusively focused on battling the political post on social media. Also, a shift in customers’ opinions of the retailer shifted positively over time. |
| first_indexed | 2024-03-10T07:12:40Z |
| format | Article |
| id | doaj.art-894249d3691d4e6aa44575348020b6da |
| institution | Directory Open Access Journal |
| issn | 2076-0760 |
| language | English |
| last_indexed | 2024-03-10T07:12:40Z |
| publishDate | 2021-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Social Sciences |
| spelling | doaj.art-894249d3691d4e6aa44575348020b6da2023-11-22T15:17:03ZengMDPI AGSocial Sciences2076-07602021-08-0110931810.3390/socsci10090318Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over TimeJennifer Johnson Jorgensen0Katelyn Sorensen1Department of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, Lincoln, NE 68588, USADepartment of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, Lincoln, NE 68588, USAConsumers have been advocating for a variety of causes, and in turn, retailers are expressing their political opinions through social-media posts in hopes of aligning with their customers’ views. This study looks at a single case in which customers reacted to a retailer’s political opinion posted on a social media account. Data was collected at the time of the retailer’s political post and up to three years afterward. Content analysis was employed to identify themes from the customer reviews posted, and four themes were identified. Of significance, this study found that customers of a retail store typically merge feelings on the retailer’s product and political post or the retailer’s service and the political post within their social media responses. Thus, a majority of customers in this case were not exclusively focused on battling the political post on social media. Also, a shift in customers’ opinions of the retailer shifted positively over time.https://www.mdpi.com/2076-0760/10/9/318social movementsdigital activismpolitical postssocial medianegative e-WOM |
| spellingShingle | Jennifer Johnson Jorgensen Katelyn Sorensen Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time Social Sciences social movements digital activism political posts social media negative e-WOM |
| title | Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time |
| title_full | Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time |
| title_fullStr | Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time |
| title_full_unstemmed | Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time |
| title_short | Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time |
| title_sort | negative e wom resulting from political posts on social media a case study of a small retailer s struggle over time |
| topic | social movements digital activism political posts social media negative e-WOM |
| url | https://www.mdpi.com/2076-0760/10/9/318 |
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