Examining the impact of negative, user-generated content on stakeholders

• Autores: Michel M. Haigh, Shelley Wigley
• Localización: Corporate Communications: An International Journal, ISSN-e 1758-6046, Vol. 20, Nº. 1, 2015, págs. 63-75
• Idioma: inglés
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• Resumen

  • Purpose - The purpose of this paper is to (n =472) examine how negative, user-generated content on Facebook impacts stakeholders' perceptions of the organization.

    Design/methodology/approach - At Phase 1, stakeholders' perceptions about the organization - public relationship, corporate social responsibility, attitude toward the organization, and reputation of the organization were assessed. A week later, at Phase 2, participants were exposed to negative Facebook comments. This study employed the theory of inoculation as a way to bolster stakeholders' attitudes to protect against attitude shift following exposure to negative, user-generated comments.

    Findings - Paired samplet -tests indicate stakeholders' perceptions of the organization - public relationship and corporate social responsibility significantly decrease after stakeholders read negative, user-generated content. The pattern of means supports the idea inoculation can prevent against attitude shift.

    Practical implications - Strategic communication professionals should be aware of the impact negative posts can have and develop a strategy to respond to negative comments on Facebook.

    Originality/value - There is limited experimental research examining the impact of negative Facebook posts on stakeholders. It extends current literature and provides practitioners with some guidance on the impact of negative, user-generated content.