Sabbatical Reports
Title
Date Submitted
Spring 2014
Department
Marketing and Sales
Project Description
Research suggests that 2.4 billion conversations about brands occur daily in social media. Managers consistently cite consumers being negative as the number one fear upon entering social media, yet few organizations have policies in place to handle negative comments and there is a lack of research focusing on how to strategically handle negativity from consumers on social media. My sabbatical project addresses this paucity in the marketing literature by developing a construct called "Consumer Social Voice," defined as public complaining behavior attempting to change the operations of an organization.
Disciplines
Advertising and Promotion Management | Marketing | Organizational Behavior and Theory | Social Media
Recommended Citation
Phillips, Joanna, "[Sabbatical Report]" (2014). Sabbatical Reports. Paper 18.
https://digitalcommons.wku.edu/sabb_rpt/18
Included in
Advertising and Promotion Management Commons, Marketing Commons, Organizational Behavior and Theory Commons, Social Media Commons