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

Yıl 2023, Cilt: 13 Sayı: 3, 1114 - 1134, 30.10.2023
https://doi.org/10.18074/ckuiibfd.1342357

Öz

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.

Kaynakça

  • Azer, J. and Alexander, M. (2020). Negative customer engagement behaviour: the interplay of intensity and valence in online networks. Journal of Marketing Management, 36(3–4), 361–383. https://doi.org/10.1080/0267257X.2020.1735488.
  • Barari, M., Ross, M., Thaichon, S. and Surachartkumtonkun, J. (2021). A meta‐analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457–477. https://doi.org/10.1111/ijcs.12609.
  • Bowden, J. L.-H., Conduit, J., Hollebeek, L. D., Luoma-aho, V. and Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 877–897. https://doi.org/10.1108/JSTP-04-2016-0072.
  • Brodie, R. J., Ilic, A., Juric, B. and Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029.
  • Clark, M. K., Lages, C. R. and Hollebeek, L. D. (2020). Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm. Journal of Business Research, 121, 549–556. https://doi.org/10.1016/j.jbusres.2020.03.011.
  • Corbin, J. and Strauss, A. (2008). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Thousand Oaks, CA: Sage.
  • Cova, B. and Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment – the case “my Nutella the community.” European Journal of Marketing, 40(9/10), 1087–1105. https://doi.org/10.1108/03090560610681023.
  • de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H. and Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5.
  • Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5–6), 399–426. https://doi.org/10.1080/0267257X.2015.1130738.
  • Dixon, S. J. (2023) Socia media: statistics and facts. https://www.statista.com/topics/1164/social-networks/#topicOverview (Date Accessed 28 July 2023).
  • Do, D. K. X., Rahman, K. and Robinson, L. J. (2019). Determinants of negative customer engagement behaviours. Journal of Services Marketing, 34(2), 117–135. https://doi.org/10.1108/JSM-02-2019-0050.
  • Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222.
  • Harmeling, C. M., Moffett, J. W., Arnold, M. J. and Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335. https://doi.org/10.1007/s11747-016-0509-2.
  • Harrigan, P., Evers, U., Miles, M. P. and Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388–396. https://doi.org/10.1016/j.jbusres.2017.11.046.
  • Hollebeek, L. D. (2018). Individual-level cultural consumer engagement styles. International Marketing Review, 35(1), 42–71. https://doi.org/10.1108/IMR-07-2016-0140.
  • Hollebeek, L. and Chen, T. (2014). Exploring positively- versus negatively-valenced brand engagement: a conceptual model. Journal of Product & Brand Management, 23(1), 62–74. https://doi.org/10.1108/JPBM-06-2013-0332.
  • Hollebeek, L. D., Glynn, M. S. and Brodie, R. J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002.
  • Hollebeek, L.D., Kumar, V., Srivastava, R.K. and Clark, M., K. (2023). Moving the stakeholder journey forward. Journal of the Academy Marketing Science, 51, 23–49. https://doi.org/10.1007/s11747-022-00878-3.
  • Hollebeek, L. D., Sharma, T. G., Pandey, R., Sanyal, P. and Clark, M. K. (2022). Fifteen years of customer engagement research: a bibliometric and network analysis. Journal of Product & Brand Management, 31(2), 293–309. https://doi.org/10.1108/JPBM-01-2021-3301.
  • https://www.statista.com/statistics/271406/advertising-revenue-of-social-networks-worldwide/ (Date Accessed: 30 July 2023)
  • Islam, J. U. and Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. Management Decision, 54(8), 2008–2034. https://doi.org/10.1108/MD-01-2016-0028.
  • Juric, B., Smith, S. D. and Wilks, G. (2015). Negative consumer brand engagement. In Brodie, R. J., Hollebeek, L. D. and Conduit J. (eds.) Customer Engagement: Contemporary Issues and Challenges. Milton Park, Routledge, Abingdon, Oxon, 278-289.
  • Kleer, N. and Kunz, R. E. (2023). The impact of company-generated posts with crisis-related content on online engagement behavior. Journal of Business Research, 164, 114021. https://doi.org/10.1016/j.jbusres.2023.114021.
  • Kozinets, R. V. (2012). Marketing netnography: Prom/ot (ulgat) ing a new research method. Methodological Innovations Online, 7(1), 37-45. https://doi.org/10.4256/mio.2012.004.
  • Kozinets, R. V. (1998). On netnography: Initial reflections on consumer research investigations of cyberculture. In Alba, J. and Hutchinson, W. (eds.) Advances in Consumer Research. (366-371). Volume 25, Provo, UT, Association for Consumer Research.
  • Kumar, V. and Kaushik, A. K. (2022). Engaging customers through brand authenticity perceptions: The moderating role of self-congruence. Journal of Business Research, 138, 26-37. https://doi.org/10.1016/j.jbusres.2021.08.065.
  • Labrecque, L. I. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003.
  • Lim, W. M. and Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068.
  • Lim, W. M., Rasul, T., Kumar, S. and Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439–458. https://doi.org/10.1016/j.jbusres.2021.11.014.
  • Liu, W., Xu, W. W. and Tsai, J. Y. J. (2020). Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes. Public Relations Review, 46(4), 101949. https://doi.org/10.1016/j.pubrev.2020.101949.
  • Merz, M. A., He, Y. and Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344. https://doi.org/10.1007/s11747-009-0143-3.
  • Michel, E. J., Lindsey-Hall, K. K., Kepes, S., Qi, J., Leon, M. R., Weinzimmer, L. G. and Wheeler, A. R. (2022). Bridging two tales of engagement: a meta-analytic review of employee engagement and customer engagement in service contexts. Journal of Service Management. https://doi.org/10.1108/JOSM-06-2019-0171.
  • MSI. (2022). MSI. https://www.msi.org/ (Date Accessed: 20 July 2023)
  • Muntinga, D. G., Moorman, M. and Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046.
  • Naumann, K., Bowden, J. and Gabbott, M. (2020). Expanding customer engagement: the role of negative engagement, dual valences and contexts. European Journal of Marketing, 54(7), 1469–1499. https://doi.org/10.1108/EJM-07-2017-0464.
  • Naumann, K., Lay-Hwa Bowden, J. and Gabbott, M. (2017). Exploring customer engagement valences in the social services. Asia Pacific Journal of Marketing and Logistics, 29(4), 890–912. https://doi.org/10.1108/APJML-08-2016-0144.
  • Petrosyan, A. (2023). Number of internet and social media users worldwide as of April 2023. https://www.statista.com/statistics/617136/digital-population-worldwide/ (Date Accessed 02 August 2023).
  • Rahman, M., Faroque, A. R., Sakka, G. and Ahmed, Z. U. (2022). The impact of negative customer engagement on market-based assets and financial performance. Journal of Business Research, 138, 422-435. https://doi.org/10.1016/j.jbusres.2021.08.023.
  • Santos Corrada, M., Flecha, J. A. and Lopez, E. (2020). The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services. European Business Review, 32(2), 297–315. https://doi.org/10.1108/EBR-12-2017-0236.
  • Santos, Z. R., Cheung, C. M. K., Coelho, P. S. and Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457. https://doi.org/10.1016/j.ijinfomgt.2021.102457.
  • Sawhney, M., Verona, G. and Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4–17. https://doi.org/10.1002/dir.20046.
  • Sim, M., Conduit, J., Plewa, C. and Hentzen, J. K. (2022). Customer engagement with service providers: an empirical investigation of customer engagement dispositions. European Journal of Marketing, 56(7), 1926-1955. https://doi.org/10.1108/EJM-12-2020-0879.
  • Simon, F. and Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175–184. https://doi.org/10.1016/j.jbusres.2017.12.050.
  • Utz, S., Schultz, F. and Glocka, S. (2013). Crisis communication online: How medium, crisis type and emotions affected public reactions in the Fukushima Daiichi nuclear disaster. Public Relations Review, 39(1), 40-46. https://doi.org/10.1016/j.pubrev.2012.09.010.
  • van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599.
  • Viglia, G., Pera, R., Dyussembayeva, S., Mifsud, M. and Hollebeek, L. D. (2023). Engagement and value cocreation within a multi-stakeholder service ecosystem. Journal of Business Research, 157, 113584. https://doi.org/10.1016/j.jbusres.2022.113584.
  • Vivek, S. D., Beatty, S. E., Dalela, V. and Morgan, R. M. (2014). A Generalized Multidimensional Scale for Measuring Customer Engagement. Journal of Marketing Theory and Practice, 22(4), 401–420. https://doi.org/10.2753/MTP1069-6679220404.
  • Wang, T. and Lee, F. Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2020.102035.

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

Yıl 2023, Cilt: 13 Sayı: 3, 1114 - 1134, 30.10.2023
https://doi.org/10.18074/ckuiibfd.1342357

Öz

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.

Kaynakça

  • Azer, J. and Alexander, M. (2020). Negative customer engagement behaviour: the interplay of intensity and valence in online networks. Journal of Marketing Management, 36(3–4), 361–383. https://doi.org/10.1080/0267257X.2020.1735488.
  • Barari, M., Ross, M., Thaichon, S. and Surachartkumtonkun, J. (2021). A meta‐analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457–477. https://doi.org/10.1111/ijcs.12609.
  • Bowden, J. L.-H., Conduit, J., Hollebeek, L. D., Luoma-aho, V. and Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 877–897. https://doi.org/10.1108/JSTP-04-2016-0072.
  • Brodie, R. J., Ilic, A., Juric, B. and Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029.
  • Clark, M. K., Lages, C. R. and Hollebeek, L. D. (2020). Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm. Journal of Business Research, 121, 549–556. https://doi.org/10.1016/j.jbusres.2020.03.011.
  • Corbin, J. and Strauss, A. (2008). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Thousand Oaks, CA: Sage.
  • Cova, B. and Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment – the case “my Nutella the community.” European Journal of Marketing, 40(9/10), 1087–1105. https://doi.org/10.1108/03090560610681023.
  • de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H. and Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5.
  • Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5–6), 399–426. https://doi.org/10.1080/0267257X.2015.1130738.
  • Dixon, S. J. (2023) Socia media: statistics and facts. https://www.statista.com/topics/1164/social-networks/#topicOverview (Date Accessed 28 July 2023).
  • Do, D. K. X., Rahman, K. and Robinson, L. J. (2019). Determinants of negative customer engagement behaviours. Journal of Services Marketing, 34(2), 117–135. https://doi.org/10.1108/JSM-02-2019-0050.
  • Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222.
  • Harmeling, C. M., Moffett, J. W., Arnold, M. J. and Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335. https://doi.org/10.1007/s11747-016-0509-2.
  • Harrigan, P., Evers, U., Miles, M. P. and Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388–396. https://doi.org/10.1016/j.jbusres.2017.11.046.
  • Hollebeek, L. D. (2018). Individual-level cultural consumer engagement styles. International Marketing Review, 35(1), 42–71. https://doi.org/10.1108/IMR-07-2016-0140.
  • Hollebeek, L. and Chen, T. (2014). Exploring positively- versus negatively-valenced brand engagement: a conceptual model. Journal of Product & Brand Management, 23(1), 62–74. https://doi.org/10.1108/JPBM-06-2013-0332.
  • Hollebeek, L. D., Glynn, M. S. and Brodie, R. J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002.
  • Hollebeek, L.D., Kumar, V., Srivastava, R.K. and Clark, M., K. (2023). Moving the stakeholder journey forward. Journal of the Academy Marketing Science, 51, 23–49. https://doi.org/10.1007/s11747-022-00878-3.
  • Hollebeek, L. D., Sharma, T. G., Pandey, R., Sanyal, P. and Clark, M. K. (2022). Fifteen years of customer engagement research: a bibliometric and network analysis. Journal of Product & Brand Management, 31(2), 293–309. https://doi.org/10.1108/JPBM-01-2021-3301.
  • https://www.statista.com/statistics/271406/advertising-revenue-of-social-networks-worldwide/ (Date Accessed: 30 July 2023)
  • Islam, J. U. and Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. Management Decision, 54(8), 2008–2034. https://doi.org/10.1108/MD-01-2016-0028.
  • Juric, B., Smith, S. D. and Wilks, G. (2015). Negative consumer brand engagement. In Brodie, R. J., Hollebeek, L. D. and Conduit J. (eds.) Customer Engagement: Contemporary Issues and Challenges. Milton Park, Routledge, Abingdon, Oxon, 278-289.
  • Kleer, N. and Kunz, R. E. (2023). The impact of company-generated posts with crisis-related content on online engagement behavior. Journal of Business Research, 164, 114021. https://doi.org/10.1016/j.jbusres.2023.114021.
  • Kozinets, R. V. (2012). Marketing netnography: Prom/ot (ulgat) ing a new research method. Methodological Innovations Online, 7(1), 37-45. https://doi.org/10.4256/mio.2012.004.
  • Kozinets, R. V. (1998). On netnography: Initial reflections on consumer research investigations of cyberculture. In Alba, J. and Hutchinson, W. (eds.) Advances in Consumer Research. (366-371). Volume 25, Provo, UT, Association for Consumer Research.
  • Kumar, V. and Kaushik, A. K. (2022). Engaging customers through brand authenticity perceptions: The moderating role of self-congruence. Journal of Business Research, 138, 26-37. https://doi.org/10.1016/j.jbusres.2021.08.065.
  • Labrecque, L. I. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003.
  • Lim, W. M. and Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068.
  • Lim, W. M., Rasul, T., Kumar, S. and Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439–458. https://doi.org/10.1016/j.jbusres.2021.11.014.
  • Liu, W., Xu, W. W. and Tsai, J. Y. J. (2020). Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes. Public Relations Review, 46(4), 101949. https://doi.org/10.1016/j.pubrev.2020.101949.
  • Merz, M. A., He, Y. and Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344. https://doi.org/10.1007/s11747-009-0143-3.
  • Michel, E. J., Lindsey-Hall, K. K., Kepes, S., Qi, J., Leon, M. R., Weinzimmer, L. G. and Wheeler, A. R. (2022). Bridging two tales of engagement: a meta-analytic review of employee engagement and customer engagement in service contexts. Journal of Service Management. https://doi.org/10.1108/JOSM-06-2019-0171.
  • MSI. (2022). MSI. https://www.msi.org/ (Date Accessed: 20 July 2023)
  • Muntinga, D. G., Moorman, M. and Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046.
  • Naumann, K., Bowden, J. and Gabbott, M. (2020). Expanding customer engagement: the role of negative engagement, dual valences and contexts. European Journal of Marketing, 54(7), 1469–1499. https://doi.org/10.1108/EJM-07-2017-0464.
  • Naumann, K., Lay-Hwa Bowden, J. and Gabbott, M. (2017). Exploring customer engagement valences in the social services. Asia Pacific Journal of Marketing and Logistics, 29(4), 890–912. https://doi.org/10.1108/APJML-08-2016-0144.
  • Petrosyan, A. (2023). Number of internet and social media users worldwide as of April 2023. https://www.statista.com/statistics/617136/digital-population-worldwide/ (Date Accessed 02 August 2023).
  • Rahman, M., Faroque, A. R., Sakka, G. and Ahmed, Z. U. (2022). The impact of negative customer engagement on market-based assets and financial performance. Journal of Business Research, 138, 422-435. https://doi.org/10.1016/j.jbusres.2021.08.023.
  • Santos Corrada, M., Flecha, J. A. and Lopez, E. (2020). The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services. European Business Review, 32(2), 297–315. https://doi.org/10.1108/EBR-12-2017-0236.
  • Santos, Z. R., Cheung, C. M. K., Coelho, P. S. and Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457. https://doi.org/10.1016/j.ijinfomgt.2021.102457.
  • Sawhney, M., Verona, G. and Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4–17. https://doi.org/10.1002/dir.20046.
  • Sim, M., Conduit, J., Plewa, C. and Hentzen, J. K. (2022). Customer engagement with service providers: an empirical investigation of customer engagement dispositions. European Journal of Marketing, 56(7), 1926-1955. https://doi.org/10.1108/EJM-12-2020-0879.
  • Simon, F. and Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175–184. https://doi.org/10.1016/j.jbusres.2017.12.050.
  • Utz, S., Schultz, F. and Glocka, S. (2013). Crisis communication online: How medium, crisis type and emotions affected public reactions in the Fukushima Daiichi nuclear disaster. Public Relations Review, 39(1), 40-46. https://doi.org/10.1016/j.pubrev.2012.09.010.
  • van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599.
  • Viglia, G., Pera, R., Dyussembayeva, S., Mifsud, M. and Hollebeek, L. D. (2023). Engagement and value cocreation within a multi-stakeholder service ecosystem. Journal of Business Research, 157, 113584. https://doi.org/10.1016/j.jbusres.2022.113584.
  • Vivek, S. D., Beatty, S. E., Dalela, V. and Morgan, R. M. (2014). A Generalized Multidimensional Scale for Measuring Customer Engagement. Journal of Marketing Theory and Practice, 22(4), 401–420. https://doi.org/10.2753/MTP1069-6679220404.
  • Wang, T. and Lee, F. Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2020.102035.
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Şahver Omerakı Çekirdekci 0000-0003-0735-7240

Erken Görünüm Tarihi 28 Eylül 2023
Yayımlanma Tarihi 30 Ekim 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 13 Sayı: 3

Kaynak Göster

APA Omerakı Çekirdekci, Ş. (2023). Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 13(3), 1114-1134. https://doi.org/10.18074/ckuiibfd.1342357
AMA Omerakı Çekirdekci Ş. Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. Ekim 2023;13(3):1114-1134. doi:10.18074/ckuiibfd.1342357
Chicago Omerakı Çekirdekci, Şahver. “Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 13, sy. 3 (Ekim 2023): 1114-34. https://doi.org/10.18074/ckuiibfd.1342357.
EndNote Omerakı Çekirdekci Ş (01 Ekim 2023) Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 13 3 1114–1134.
IEEE Ş. Omerakı Çekirdekci, “Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis”, Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, c. 13, sy. 3, ss. 1114–1134, 2023, doi: 10.18074/ckuiibfd.1342357.
ISNAD Omerakı Çekirdekci, Şahver. “Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis”. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 13/3 (Ekim 2023), 1114-1134. https://doi.org/10.18074/ckuiibfd.1342357.
JAMA Omerakı Çekirdekci Ş. Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2023;13:1114–1134.
MLA Omerakı Çekirdekci, Şahver. “Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, c. 13, sy. 3, 2023, ss. 1114-3, doi:10.18074/ckuiibfd.1342357.
Vancouver Omerakı Çekirdekci Ş. Brand Crisis Communication and Consumer Brand Engagement on Social Media: The Case of Frontline Employee Generated Crisis. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2023;13(3):1114-3.