Brand Activism in Social Media: The Effect of Sarcastic and Explanatory Responses and Social Identity on Consumer Brand Attitude

Informações

Código: MKT2835
Divisão: MKT - Marketing
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

Lucia Salmonson Guimarães Barros (Mestr Prof em Gestão Internacional - MPGI/FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) lucia.barros@fgv.br
Juliana Moreira Batista (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) batistamjuliana@gmail.com
Delane Botelho (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) delane.botelho@fgv.br
Fabricia Volotao Peixoto (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) fabricia_peixoto@hotmail.com

Resumo

Brands have been shifting from a neutral to a more proactive stance on controversial issues. By publicly taking side on a hot-topic debate, these companies are likely to be questioned by part of their consumers who do not agree with the brand’s positioning. Brands usually use either a sarcastic or an explanatory tone to reply to consumers. However, it is unclear which type of response is the most effective for building brands’ reputation. In two experiments, we demonstrate that: (1) explanatory (vs sarcastic) responses are better evaluated; (2) this relation is mediated by perceived aggressiveness, (3) while out-group members evaluate better explanatory responses, in-group members evaluate both type of responses similarly; and (4) when sarcastic responses are not aggressive, both type of responses are evaluated similarly.

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