COMPLAINING BEHAVIOUR IN SOCIAL MEDIA
COMPLAINING BEHAVIOUR IN SOCIAL MEDIA

Summary/Abstract: Purpose – to present the issue of dealing with negative word-of-mouth under the newly created conditions of social media and formulate a set of rules for dealing with negative contributions in social networks such as Facebook. Design/methodology/approach – the paper presents findings from both a quantitative survey of Czech Facebook users and expert interviews. Findings – the results of the survey that was done among internet users has proven, that Czech Facebook users are fully aware of the fact that by complaining publicly via social media they can get a company in a serious trouble and want to use it to their advantage. Expert interviews agreed on necessity of good knowledge of the community, quick response to the posts and careful consideration of deleting negative contributions. Research limitations/implications – the empirical research is focused on the Czech market that is specific in the field of internet user behaviour. Findings are primarily valid solely for the social network Facebook. Other platforms may differ in complaining behaviour of the users. Practical implications – research findings show, that social media play an important role in complaining behaviour of Czech internet users. This fact results in the necessity of the presence in social media and careful monitoring the word-of-mouth. Crucial factors of successful communication in social media are knowledge of the community, quick response to the posts and careful consideration of deleting negative contributions. Originality/Value – word of mouth, nowadays the most powerful marketing tool and the strongest argument in the decision making process, is now not limited to the circle of nearest friends of family. Social media gives people a voice that is immediate and can have impact. Without an effective and fast reaction of the company, a serious harm can be suffered. The significance of social network Facebook in complaining behaviour of Czech consumers is assessed. Basic rules for dealing with negative contributions were defined.

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