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

Jennifer Johnson Jorgensen and Katelyn Sorensen
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Jennifer Johnson Jorgensen: Department of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, Lincoln, NE 68588, USA
Katelyn Sorensen: Department of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, Lincoln, NE 68588, USA

Social Sciences, 2021, vol. 10, issue 9, 1-11

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.

Keywords: social movements; digital activism; political posts; social media; negative e-WOM (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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