Framing Effects Among Complaint Bystanders: Small Changes of Words Big Changes of Attitude

Wolfgang Jonas Weitzl, Udo Wagner, Charlotte Pichler

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung

Abstract

This research sheds light on how companies should apply attribute and goal framing in their public responses to online complaints for eliciting favorable reactions by social media bystanders. In contrast to earlier findings, we show that responses in which companies apply positive or negative attribute framing can have similar effects. Furthermore, we demonstrate that for goal framing, a positively framed recovery message is more effective than a negative one. Here, these messages benefit from being perceived as a sincere apology, which triggers bystanders’ benevolence. These insights suggest that marketers should re-consider the usage of differently framed messages in the online complaining context.
OriginalspracheDeutsch (Österreich)
TitelProceedings of the 26th International Conference on Corporate and Marketing Communications
Redakteure/-innenIoanna Papasolomou, Yioula Melanthiou
ErscheinungsortNicosia
Seiten185-190
Seitenumfang5
ISBN (elektronisch)978-9963-711-95-6
PublikationsstatusVeröffentlicht - 2022
Veranstaltung26th International Conference on Corporate and Marketing Communications - University of Nicosia, Nicosia, Zypern
Dauer: 18 Apr. 202220 Apr. 2022

Konferenz

Konferenz26th International Conference on Corporate and Marketing Communications
KurztitelCMC 2022
Land/GebietZypern
OrtNicosia
Zeitraum18.04.202220.04.2022

Schlagwörter

  • Online complaining
  • Online service recovery
  • Webcare
  • Framing
  • Service failure

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