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1. Pulling ads, making apologies: Lowe's use of Facebook to communicate with stakeholders.

Author

Kinsky, Emily S., Gerlich, R. Nicholas, Brock Baskin, Meagan E., and Drumheller, Kristina

Subjects
*COMMUNICATION in economics, *STAKEHOLDERS, *ORGANIZATIONAL performance, *SOCIAL networks, *TEACHING of controversial topics
Abstract

Highlights: [•] Lowe's apologized on Facebook after pulling its ads from TLC's All-American Muslim. [•] Online survey results indicate mixed views of the apology and use of Facebook. [•] Young, non-Caucasian, left-leaning subjects more likely to view apology unfavorably. [•] Facebook users are lukewarm about organizational use of their social network. [•] Facebook may not be the best channel when communicating about a controversial issue. [Copyright &y& Elsevier]

Published
2014
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