Detecting Conflict on Social Media: An Extended Abstract View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2017

AUTHORS

Olivier Sibai , Kristine De Valck , Alastair Herbert , Dell Zhang

ABSTRACT

The majority of companies have now adopted social media. The initial euphoria framing social media as a golden opportunity to build harmonious communities of consumers has faded. Marketers now take a more balanced view, giving attention to disharmonious interactions between consumers on social media. Specifically, social media conflict attracts increasing interest from academics and practitioners because of its disruptive nature and potential destructiveness. It has a strong influence on value formation, whether by creating or destroying value. However, existing monitoring tools fail to adequately detect social media conflict, leaving marketers unable to manage conflict effectively. This research develops an instrument to automatically detect social media conflict. In this paper, social media conflict is first conceptualized before presenting the methodology and findings and discussing implications. More... »

PAGES

53-57

Book

TITLE

Creating Marketing Magic and Innovative Future Marketing Trends

ISBN

978-3-319-45595-2
978-3-319-45596-9

Identifiers

URI

http://scigraph.springernature.com/pub.10.1007/978-3-319-45596-9_12

DOI

http://dx.doi.org/10.1007/978-3-319-45596-9_12

DIMENSIONS

https://app.dimensions.ai/details/publication/pub.1084717743


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