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Conflict management on non-profit social media fanpages

Dineva, Denitsa and Breitsohl, Jan 2017. Conflict management on non-profit social media fanpages. Presented at: Academy of Marketing, University of Hull, 3-6 July 2017.

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A recent investigation in online consumer environments has been the management of hostile consumer-to-consumer interactions (‘C2C conflicts’) on company-hosted social media fanpages. Whilst existing studies have so far exclusively focused on the for-profit context, this study explores how a non-profit organisation, PETA (People for the Ethical Treatment of Animals), manages C2C conflicts. Since non-profit social media fanpages tend to be more ideology-driven and value-laden, it is important to investigate whether managerial strategies differ as well. Based on a netnography of PETA’s Facebook fanpage, we reveal five main conflict management strategies: non-engaging, censoring, educating, mobilising and bolstering. By drawing on theories from several research disciplines, we compare scholarly recommendations with current practice and reveal two strategies which seem novel to a non-profit context.

Item Type: Conference or Workshop Item (Paper)
Status: Unpublished
Schools: Business (Including Economics)
Last Modified: 17 Jun 2020 15:15

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