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Consumer reactions to conflict management in non-profit online communities

Dineva, Denitsa, Breitsohl, Jan and Garrod, Brian 2018. Consumer reactions to conflict management in non-profit online communities. Presented at: Academy of Marketing, Stirling, Scotland, 2-5 July 2018.

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A recent investigation in online consumer environments has been the management of hostile consumer-to-consumer interactions (here referred to as ‘consumer-to-consumer (C2C) conflicts’) on company-hosted online communities. Few existing studies have so far exclusively focused on understanding what conflict management strategies online community hosts use. In contrast, the present study proposes to advance this knowledge by testing the effect of conflict management on the consumers participating in non-profit online communities. This is done following a two-step approach. In Study 1, we conduct direct observation of PETA’s online community on Facebook. Six main conflict management strategies are revealed: non-engaging, censoring, educating, mobilising, bolstering and asserting. In Study 2, we propose to investigate consumer reactions to the identified conflict management strategies via an online experiment. This will provide an insight into which strategies are the most/least favoured by consumers, enabling non-profit organisations to maximise the benefits of their social media-based online communities.

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Status: Unpublished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

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