In a 24/7 online world, customers take to social media to voice their opinions about brand behaviour. Retailers are often on the receiving end of widely-shared hate comments which can damage the brand and distract shoppers.
Unhappy customers are not a new phenomenon. What is new is the use of social media to share negative feedback more widely online. While some customers are polite in their requests, there are a growing amount of individuals who use social media brand pages to share hate speech which can damage a brand and reduce its credibility, whether the content is accurate or not.
Some of the negative content takes a different perspective and is tantamount to hate speech. Although the media have reported that some organisations exit social media channels believing this is a solution, this simply pushes the negative comments into other channels. Dr Jan Breitsohl has conducted significant research into hate speech and how brands, online retailers and global corporations can mitigate negative online discussions and use as an opportunity to showcase brand values.
Attending this webinar will give you more information about:
- How to increase in purchase intentions
- How to improve CSR credibility
- How to mitigate toxic communications
Dr Jan Breitsohl is an award winning and internationally recognised researcher on Social Media Aggression and its impact on brands, CSR strategies and consumer well-being.
Using netnographies, online surveys and experiments, he explores why consumers engage in aggressive behaviour online, and what companies can do in response.
Jan is currently focused on tackling online hate and how socially responsible brands address these issues.
Who is it for?
This webinar is open to marketing and commercial directors, senior and aspiring marketing professionals and those in management roles who are curious about marketing and keen to enhance or share their own practice.