Thursday, April 27
Georgia Tech Scheller College of Business
800 West Peachtree Street NW
Atlanta, GA 30308
"Drivers of Consumer Negative Sentiments in Messages for Social Good "
The Ray C. Anderson Center for Sustainable Business welcomes Myoung- Jin Chae to speak on her current research regarding consumer reviews on online media platforms.
Due to the rapid growth of social media and online communications, the impact of consumer negative reviews is getting more significant. Previous research findings have looked at consumers’ online sentiments to predict firms’ financial outcomes, but question on why messages generate negative sentiments remains unexplored. Using a database of over 2,500 messages on Facebook and Twitter across 6 brands, we explore why brands’ social media messages intended for social good generate consumer negative sentiments and propose types of negative sentiments that are more detrimental to firms.
Lunch will be provided, please RSVP with your preference.
The Ray C. Anderson Center for Sustainable Business was founded in 2013 to act as a catalyst and connector, bringing together students, research faculty, companies, and entrepreneurs to create an environment where business-driven solutions to sustainability challenges can take shape and thrive. In all, Scheller provides students unparalleled breadth in environmental sustainability, ethics, corporate social responsibility, social entrepreneurship, and values-based leadership.