When companies get caught: The effect of consumers discovering undesirable firm engagement online | Zendy

Campbell Colin | Zendy; Piercy Niall | Zendy; Heinrich Daniel | Zendy

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When companies get caught: The effect of consumers discovering undesirable firm engagement online

Author(s) -

Campbell Colin,

Piercy Niall,

Heinrich Daniel

Publication year - 2012

Publication title -

journal of public affairs

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.221

H-Index - 20

eISSN - 1479-1854

pISSN - 1472-3891

DOI - 10.1002/pa.1413

Subject(s) - advertising , business , set (abstract data type) , point (geometry) , action (physics) , exploratory research , marketing , test (biology) , sociology , paleontology , physics , geometry , mathematics , quantum mechanics , computer science , anthropology , biology , programming language

We report on the findings of an exploratory set of experiments designed to test the effect of negative firm actions online. Findings point to firms suffering a loss of consumer attitude toward the brand when legal action is threatened against the creator of a consumer generator advertisement. Similarly, consumers also lowered their attitude toward a brand when confronted with information suggesting that a brand was linked to secretly posting “consumer” advertisements online. Implications for academics and brand managers are discussed. Copyright © 2012 John Wiley & Sons, Ltd.

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