Negative e-WOM Resulting from Political Posts on Social Media: A Case Study of a Small Retailer’s Struggle over Time

Jennifer Johnson Jorgensen,Katelyn Sorensen

doi:10.3390/socsci10090318

Abstract

Consumers have been advocating for a variety of causes, and in turn, retailers are expressing their political opinions through social-media posts in hopes of aligning with their customers’ views. This study looks at a single case in which customers reacted to a retailer’s political opinion posted on a social media account. Data was collected at the time of the retailer’s political post and up to three years afterward. Content analysis was employed to identify themes from the customer reviews posted, and four themes were identified. Of significance, this study found that customers of a retail store typically merge feelings on the retailer’s product and political post or the retailer’s service and the political post within their social media responses. Thus, a majority of customers in this case were not exclusively focused on battling the political post on social media. Also, a shift in customers’ opinions of the retailer shifted positively over time.

Highlights

Certain groups of consumers, mainly the young and the wealthy, have expressed interest in the political opinions of retailers (Kwittken 2018)
Consumer reviews were organized around the products, services, and use of social media for political means
Small businesses need to be studied in greater depth, as consumers expect more social media interactions regarding the current political climate. Retailers risk posting their political views via social media to create a memorable brand, but there can be many consequences

Summary

Introduction

Mainly the young and the wealthy, have expressed interest in the political opinions of retailers (Kwittken 2018). Some retailers have started sharing their political views via social media, as a marketing technique to create a memorable brand personality. Consumers who share similar opinions with the brand tend to develop a stronger connection to the brand and have a positive brand attitude, each of which results in an increased purchase intention (Matos et al 2017). The impacts of political posts can include the loss of profitability and the creation of a negative brand image (Pfeffer et al 2014). The posting of political statements by a retailer on social media can cause a crisis for the brand. While larger brands and retailers may be able to withstand negative publicity, small retailers may be at a greater risk of negative impacts, due to limited resources and consumer reach

Methods

Results

Discussion

Conclusion