RELATIONSHIP BETWEEN PRODUCT-HARM CRISIS AND FACEBOOK MARKETING: FOOD POISONING CASE IN HONG KONG

Eric K. W. Lau, Department of Marketing, City University of Hong Kong, Hong Kong

Published in

EUROPEAN JOURNAL OF MANAGEMENT
Volume 18, Issue 2, p45-50, October 2018

ABSTRACT

Social media is a hotly debated marketing issue. The present study tried to investigate the influence of social media networks with a product-harm case happened in Hong Kong. It was identified that social influence from social media networks affect customer’s feelings on particular brand/company. The negative reactions we noted speak to how the negative posts from social media were viewed by consumers.

Keywords

Social media; Facebook; Product harm crisis


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