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Complaint Management in Social Media - A Comparative Linguistic analysis between Company Websites and Facebook
Journalism & Communication
Pages 24 (6024 words)
This research study uses a linguistic discourse analysis in investigating complaint management via social media. The emphasis is on company websites and Facebook.
Research findings indicate that complaints are rarely responded to and usually only where the language used is complimentary to and/or helpful to the firm. Therefore, contrary to Hirschman’s theory of exit-voice, companies are not taking advantage of defensive marketing tools calculated to retain customers. Social media is defined as any online forum or site on which users may exchange information, opinions or knowledge. In other words the term social media refers to websites in which users are able to freely post to those websites. Brunty and Helenek define social media as a “social medium” which facilitates communications between users and communications between users and those who created or manage the website or page. Social media also includes a forum in which users can exchange content. Social media websites provide a variety of ways for users to communicate and include email, message boards, instant messaging, video or audio chatting. The idea is to provide a “sense of community among users”. ...
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