When Social Media Hits the Fan - How Customer Value is Influenced by a Brand Crisis on Social Media
(2023) BUSN39 20231Department of Business Administration
- Abstract (Swedish)
- Keywords: Brand Crisis on Social Media, Customer Judgements, Customer Feelings, Customer Brand Resonance, Customer Value.
Purpose: The purpose of this master thesis is to investigate how a brand crisis on social media influences customer value of a brand. This is done by exploring the underlying key factors that influence customers’ perceptions during such crises.
Theoretical Perspective: The thesis predominantly addresses theories on customer value, brand crisis on social media, and how customers are influenced and respond. The theoretical perspective combines Keller’s (2001) conceptualization of customer-based brand equity and Kapferer's (2012) conceptualization of customer value. As a result of the presented theoretical... (More) - Keywords: Brand Crisis on Social Media, Customer Judgements, Customer Feelings, Customer Brand Resonance, Customer Value.
Purpose: The purpose of this master thesis is to investigate how a brand crisis on social media influences customer value of a brand. This is done by exploring the underlying key factors that influence customers’ perceptions during such crises.
Theoretical Perspective: The thesis predominantly addresses theories on customer value, brand crisis on social media, and how customers are influenced and respond. The theoretical perspective combines Keller’s (2001) conceptualization of customer-based brand equity and Kapferer's (2012) conceptualization of customer value. As a result of the presented theoretical perspective, a conceptual framework is developed.
Methodology/empirical data: The thesis follows a qualitative and abductive research approach through the utilisation of netnography together with interviews as a complement, allowing a more in-depth analysis. The netnography data derives from the social media platforms Twitter and TikTok where comments from users have been collected. Six semi-structured interviews were also held with customers of Balenciaga with different demographic backgrounds.
Conclusion: The findings of this thesis present that customer value is influenced by a brand crisis on social media, mostly negative but also positive. The customer-based brand equity elements of loyalty, credibility & trust, consideration, excitement, security and social approval are all decreasing by a brand crisis on social media and are therefore value destroying. Attachment, protection and quality are instead increasing or unchanged during a crisis, while the elements' engagement and community are influenced both positively and negatively. Based on the findings we could develop a new revised conceptual framework in order to contribute both practical and theoretical. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9125006
- author
- Martinsson, Sonya LU ; Svensson, Josefine LU and Jönsson, Rebecca LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Crisis on Social Media, Customer Judgements, Customer Feelings, Customer Brand Resonance, Customer Value
- language
- English
- id
- 9125006
- date added to LUP
- 2023-06-29 09:14:06
- date last changed
- 2023-06-29 09:14:06
@misc{9125006,
abstract = {{Keywords: Brand Crisis on Social Media, Customer Judgements, Customer Feelings, Customer Brand Resonance, Customer Value.
Purpose: The purpose of this master thesis is to investigate how a brand crisis on social media influences customer value of a brand. This is done by exploring the underlying key factors that influence customers’ perceptions during such crises.
Theoretical Perspective: The thesis predominantly addresses theories on customer value, brand crisis on social media, and how customers are influenced and respond. The theoretical perspective combines Keller’s (2001) conceptualization of customer-based brand equity and Kapferer's (2012) conceptualization of customer value. As a result of the presented theoretical perspective, a conceptual framework is developed.
Methodology/empirical data: The thesis follows a qualitative and abductive research approach through the utilisation of netnography together with interviews as a complement, allowing a more in-depth analysis. The netnography data derives from the social media platforms Twitter and TikTok where comments from users have been collected. Six semi-structured interviews were also held with customers of Balenciaga with different demographic backgrounds.
Conclusion: The findings of this thesis present that customer value is influenced by a brand crisis on social media, mostly negative but also positive. The customer-based brand equity elements of loyalty, credibility & trust, consideration, excitement, security and social approval are all decreasing by a brand crisis on social media and are therefore value destroying. Attachment, protection and quality are instead increasing or unchanged during a crisis, while the elements' engagement and community are influenced both positively and negatively. Based on the findings we could develop a new revised conceptual framework in order to contribute both practical and theoretical.}},
author = {{Martinsson, Sonya and Svensson, Josefine and Jönsson, Rebecca}},
language = {{eng}},
note = {{Student Paper}},
title = {{When Social Media Hits the Fan - How Customer Value is Influenced by a Brand Crisis on Social Media}},
year = {{2023}},
}