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phd_Stuhldreiersm.pdf
Doctoral thesis

Social media marketing communication and its impact on consumer reactions

BP2-STS

  • Fribourg (Switzerland), 2026

1 ressource en ligne (VI, 174 pages) ; 1 fichier pdf

PhD: Université de Fribourg (Suisse), 08.06.2026

Planification stratégique
Médias sociaux
Communication
Internet
Web 2.0
Marketing sur Internet
Comportement des consommateurs
Styles de réponses
Facebook (site web)
X (site web)
Instagram (site web)
English This doctoral thesis investigates the effects of corporate social media marketing communication on consumer reactions through three research papers. The three papers adopt a mixed-methods approach, combining qualitative focus groups with quantitative studies to investigate different aspects of company-consumer interactions on social networks. Given the central role of social networks in shaping consumer behavior and customer relationships, companies need effective communication strategies that account for available resources and consumer expectations. The first paper examines how corporate response strategies influence favorable engagement intentions of complaining commenters and observers. Results show that replying to all comments indirectly fosters favorable engagement, with perceived customer orientation and entertainment value playing important roles depending on the user perspective. The second paper focuses on resource-constrained settings and examines the combined effects of response strategies, response types, and account types on complaining users’ reactions. Results show that response type influences attitudes through complaint satisfaction, response perception, and perceived customer orientation, while response strategy affects attitudes via perceived customer orientation. Defensive responses are less harmful when delivered via humanized accounts. The third paper examines how corporate response rates to comments of different valence affect (re)purchase intentions of complaining commenters and observers. Results show that high response rates directly affect observers' purchase intentions and indirectly affect the (re)purchase intentions of both complaining commenters and observers through perceived customer orientation. Overall, the doctoral thesis demonstrates how companies can strategically use social media marketing communication to foster favorable consumer reactions while considering resource constraints and different user perspectives.
Faculty
Faculté des sciences économiques et sociales et du management
Language
  • English
Classification
Economics
Notes
  • Bibliographie
License
CC BY
Open access status
diamond
Identifiers
Persistent URL
https://folia.unifr.ch/unifr/documents/336610
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