Brand Response to Consumer Backlash in Social Media: A Typology

The use of social media by consumers to admonish firms for their conduct has become increasingly common. Such backlash can take many forms and often occurs rapidly, spreads widely and is highly visible. The potential damage to brands can be severe if these situations are not dealt with effectively. To date, the issue has been examined relatively superficially in a range of disciplines without specific regard to the management of consumer-brand relationships in online environments. Our research examines the nature of company reactions to social media backlash and conceptualises a typology that categorises reputational damage and effective response. We present four typical reactionary scenarios and conclude that insufficient research exists in this domain proportionate to the level of consumer-brand social media discourse to the peril of practitioners operating via these channels