Brand Unhappiness on Social Media
| dc.contributor.author | Uyar, Kumru | |
| dc.contributor.author | Ozyirmidokuz, Esra Kahya | |
| dc.contributor.author | Stoica, Eduard Alexandru | |
| dc.date.accessioned | 2025-02-24T16:35:47Z | |
| dc.date.available | 2025-02-24T16:35:47Z | |
| dc.date.issued | 2018 | |
| dc.department | Nuh Naci Yazgan | |
| dc.description | International Economics Conference on Emerging Issues in the Global Economy -- IECS 2017 -- -- Sibiu -- 272829 | |
| dc.description.abstract | Social media is one of the places where brands can communicate with their customers and potential customers easily and fast. Although there are lots of advantages to using social media including low cost, being able to measure customers’ feelings, having fast and easy access to consumers, etc., it is very important for a firm not to make any mistakes on social media, because the online brand is lonely against to the crowd. Customers can easily give feedback about brands. Unhappy customers can share their opinion with the masses through social media and negatively affect the firm. It is important for firms to control and manage brand unhappiness. Firms should understand brand unhappiness factors in order to increase the happiness of their customers. This research aims to discover a better understanding of the brand unhappiness concept by examining the online social media feedback of customers. For this purpose, 17 different firms’ Facebook customer comments are analyzed. Therefore, the brand unhappiness factors on social media are extracted. © 2018, Springer International Publishing AG. | |
| dc.description.sponsorship | Erciyes University Research Fund, (FBA-2014-4850) | |
| dc.identifier.doi | 10.1007/978-3-319-71876-7_33 | |
| dc.identifier.endpage | 380 | |
| dc.identifier.isbn | 978-331971875-0 | |
| dc.identifier.issn | 2198-7246 | |
| dc.identifier.scopus | 2-s2.0-85125250569 | |
| dc.identifier.scopusquality | Q4 | |
| dc.identifier.startpage | 371 | |
| dc.identifier.uri | https://doi.org/10.1007/978-3-319-71876-7_33 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14440/564 | |
| dc.indekslendigikaynak | Scopus | |
| dc.language.iso | en | |
| dc.publisher | Springer Science and Business Media B.V. | |
| dc.relation.ispartof | Springer Proceedings in Business and Economics | |
| dc.relation.publicationcategory | Konferans Öğesi - Uluslararası - Kurum Öğretim Elemanı | |
| dc.rights | info:eu-repo/semantics/closedAccess | |
| dc.snmz | KA_Scopus_20250201 | |
| dc.subject | Brand unhappiness | |
| dc.subject | Customer feedback analysis | |
| dc.subject | Customer well-being | |
| dc.subject | Social media analysis | |
| dc.title | Brand Unhappiness on Social Media | |
| dc.type | Conference Object |
