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Consumer Complaining Behavior in Social Media: Research Findings and Implic...

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Room 1022

Communication and Visual Arts Building

5 Hereford Road, Kowloon Tong, Kowloon

Hong Kong

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Consumer Complaining Behavior in Social Media: Research Findings and Implications

Social media provide numerous possibilities for consumers and other stakeholders to voice their complaints about companies and brands in public. In a series of studies, Sabine Einwiller and colleagues researched how and why consumers complain online, how companies try to manage online complaints and how complainants respond to the complaint management efforts. In her talk, Sabine Einwiller presents the theoretical underpinnings and methodological approaches that include content analysis, surveys and experiments and discusses the findings and implications of the research for academia and practice.


Sabine EINWILLER Professor of Public Relations Research, University of Vienna

Sabine Einwiller is the Professor of Public Relations Research at the Department of Communication, University of Vienna. She holds a degree in Psychology and a PhD in Business Administration. Her research focuses on the psychological drivers of people’s behavior towards companies and the effects of companies’ communication on their stakeholders.

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Room 1022

Communication and Visual Arts Building

5 Hereford Road, Kowloon Tong, Kowloon

Hong Kong

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