Special Issue Paper
When companies get caught: The effect of consumers discovering undesirable firm engagement online
Version of Record online: 4 MAR 2012
Copyright © 2012 John Wiley & Sons, Ltd.
Journal of Public Affairs
Special Issue: Web 2.0, Social Media and Creative Consumers – Implications for Public Policy
Volume 12, Issue 2, pages 120–126, May 2012
How to Cite
Campbell, C., Piercy, N. and Heinrich, D. (2012), When companies get caught: The effect of consumers discovering undesirable firm engagement online. J. Publ. Aff., 12: 120–126. doi: 10.1002/pa.1413
- Issue online: 8 MAY 2012
- Version of Record online: 4 MAR 2012
We report on the findings of an exploratory set of experiments designed to test the effect of negative firm actions online. Findings point to firms suffering a loss of consumer attitude toward the brand when legal action is threatened against the creator of a consumer generator advertisement. Similarly, consumers also lowered their attitude toward a brand when confronted with information suggesting that a brand was linked to secretly posting “consumer” advertisements online. Implications for academics and brand managers are discussed. Copyright © 2012 John Wiley & Sons, Ltd.