Apologies in webcare conversations

Date created: | Last Updated:

: DOI | ARK

Creating DOI. Please wait...

Create DOI

Category: Project

Description: We investigated the use and the effectiveness of offering an apology in webcare conversations on Twitter using a mixed method approach. In Study 1, a corpus study was conducted to examine whether and how apologies occurred in 480 webcare conversations. In Study 2, we investigated the effectiveness of apologies separately and combined with a defensive and/or accommodative strategy. The experiment had a 2 (apology: present vs. absent) × 2 (defensive strategy: present vs. absent) × 2 (accommodative strategy: present vs. absent) between-subjects design. Flight passengers (N = 151) assessed a webcare response to a service failure on the airline’s reputation.

Wiki

Project summary Offering an apology is a strategy brands use in response to negative electronic word of mouth. However, its effectiveness is equivocal and may depend on its combination with other strategies. We investigated the use and the effectiveness of offering an apology in webcare conversations on Twitter using a mixed method approach. In Study 1, a corpus study was conducted to examine whet...

Files

Loading files...

Citation

Tags

Recent Activity

Loading logs...

OSF does not support the use of Internet Explorer. For optimal performance, please switch to another browser.
Accept
This website relies on cookies to help provide a better user experience. By clicking Accept or continuing to use the site, you agree. For more information, see our Privacy Policy and information on cookie use.
Accept
×

Start managing your projects on the OSF today.

Free and easy to use, the Open Science Framework supports the entire research lifecycle: planning, execution, reporting, archiving, and discovery.