Can Social Media Campaigns Backfire? Exploring Consumers' Attitudes and Word-of-Mouth Toward Four Social Media Campaigns and Its Implications on Consumer-Campaign Identification

Denni Arli, Timo Dietrich

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

In response to the unprecedented growth of social media, companies are continuously creating unique social media campaigns encouraging customers to share their advertising messages. However, many of these social campaigns end up backfiring. The purpose of this study is to examine consumers' preferences toward 4 social media campaigns and to investigate the impact of positive and negative word-of-mouth and social value on consumer-campaign identification. Using a sample of 525 respondents in Australia, the results show social media campaigns that contain negative messages are more likely to receive negative word-of-mouth while partnering with non-profit organizations may help generate positive word-of-mouth. This study will assist marketing managers to better understand the consumers' perceptions on recent social media campaigns in Australia.

Original languageEnglish (US)
Pages (from-to)834-850
Number of pages17
JournalJournal of Promotion Management
Volume23
Issue number6
DOIs
StatePublished - Nov 2 2017

Keywords

  • social media
  • social media campaign
  • word of mouth

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