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An investigation of social media data during a product recall scandal.
- Source :
- Enterprise Information Systems; Jul2018, Vol. 12 Issue 6, p733-751, 19p
- Publication Year :
- 2018
-
Abstract
- As social media has become an important part of modern daily life, users often share product opinions online and these tend to spike when large companies undergo crises. This paper investigates customer online responses to a large company crisis by uncovering hidden insights in social media comments and presents a framework for handling social media data and crisis management. Analysis of textual Facebook data from users responding to the 2013 horsemeat scandal is presented. In this study, we used a novel comprehensive data analysis framework alongside a text-mining framework to objectively classify and understand customer perceptions during this horsemeat scandal. This framework provides an effective approach for investigating customer perception during a company crisis and measures the effectiveness of crisis management practices which the company has adopted. Our analyses show that social media can provide important insights into customer behaviour during crisis communications. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 17517575
- Volume :
- 12
- Issue :
- 6
- Database :
- Complementary Index
- Journal :
- Enterprise Information Systems
- Publication Type :
- Academic Journal
- Accession number :
- 129927323
- Full Text :
- https://doi.org/10.1080/17517575.2018.1455110