How to Say Sorry on Social Media: A Framework for Effective Corporate Apologies

Juliane Staubach and Stefanie Wannow

Marketing Review St.Gallen, 2024, vol. 41, issue 1, 22-31

Abstract: Companies are increasingly apologizing after committing an offense, but under time pressure and in a crisis, many fail to deliver effective apologies. Using 12 benchmark cases and an expert survey, this paper provides a detailed framework for designing convincing apologies, focusing on the message content and the social media context. It identifies five content components that increase the likelihood of delivering a sincere, professional apology and earning forgiveness from customers.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:308023

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