Managing Negative WOM on Social Media: Impact of Accommodative Versus Defensive Strategies, Reputation, and Communication Style on Consumer Responses

abstract: This study examined optimal strategies for companies managing negative social media comments, viewing these situations as public relations opportunities to build relationships and reduce negative word of mouth. Utilizing SCCT and attribution theory and public relations literature on two-way communication and relationship building, a 2×2×2 full factorial experiment was conducted with consumer samples. Results show that effective management of negative comments on social media can build stakeholder relationships and yield positive outcomes. However, the effectiveness of the response strategy depends on the company’s existing reputation. For companies with a positive reputation, a defensive strategy is more effective in reducing perceived responsibility, whereas, for those with a poor reputation, response strategy choice has minimal impact. Two-way communication enhances external attribution, which is especially beneficial for disreputable companies using a defensive strategy. External attribution positively influences trust and satisfaction, ultimately affecting corporate outcomes.