Presentation for a MSc degree in Marketing and Communication. Research question: “What would be suitable Coombs reaction strategies towards negative user generated content for hedonic and utilitarian products according to consumers and PR consultants?”

3. User generated content:
“data which is provided by
consumers who share their opinion
or vision in an online setting”
Negative
user
generated
content
?
Company
crisis
Lower
financial
results

4. provides insights how to handle in a crisis
situations
Attack the
accuser
Disrupts the perceived
connection between
a crisis and the
organization.
Deny
strategy
Denial
Scapegoat
Goal to lessen the
relation between the
organization and the
crisis
Diminish
strategy
Organization takes
its responsibility for
the crisis and asks
for forgiveness
Rebuild
strategy
Excuse
Justification
Compensation
Apology

5. Utilitarian products
Hedonic products
Primary instrumental and
functional
Fun, pleasure and excitement

6. “What would be suitable Coombs reaction
strategies towards negative user generated
content for hedonic and utilitarian products
according to consumers and PR consultants?”

7. •
•
•
•
•
•
Three consumer focus groups
5-8 persons per group
One hour each
Place: Twente University
Average age participants: 22
Almost all behavior sciences
students
• Semi-structured conform
topic-list
•
•
•
•
Eleven consultant interviews
Half hour each
Place: Ketchum BV Amsterdam
Semi-structured conform topic-list
Function
Age
Women
/men
M
CEO
40-50
Director
40-50
W
Director
30-40
M
Senior Consultant
40-50
M
Senior Consultant
30-40
M
Senior Consultant
30-40
W
Senior Consultant
30-40
M
Consultant
30-40
M
Consultant
20-30
W
Junior Consultant
20-30
M
Junior Consultant
20-30
M

8. • Manipulated two Facebook negative UGC messages (pre-test occured)
• Distinction hedonic and utilitarian product
• Concerning companies tagged in the messages
• Created Coombs reactions for both companies (pre-test occured)
• All deny, diminish and rebuild strategies were covered

9. What if
Coombs
Main
advices
How participants react
Their views on manipulated Coombs reactions
Participant’s main advices on how to react
towards the negative UGC
messages

10. Most of the consumers were not
attached.
Responding when:
Responding
 It’s a good friend
Not responding
 They are emotional attached
Like the post
Responding with:
 Humor
 Compassion
Notes:
 Not responding anymore when case is
resolved by the company
 Although most consumers do not react, the
hedonic case can influence future consumer
behavior

11. Attack the
accuser
Rebuild
strategy
Denial
Clumsy
High virality
Clumsy
High virality
Problematic
High virality
Discussion
High virality
Excuse
Unprofessional
High virality
Unprofessional
Some virality
Justification
Diminish
strategy
Unprofessional
High virality
Scapegoat
Deny
strategy
Unprofessional
High virality
Upset
High virality
Not satisfied
Low virality
Compensation
Almost satisfied
Low virality
Almost satified
Low virality
Apology
Satisfied
Low virality
Suprised
Low virality

12. 1
Send a public response to the consumer
offering some solution
2
Send a private message with a concrete
solution
3
Eventually like the message of the consumer
who indicates his or her satisfaction

14. “What would be suitable Coombs reaction
strategies towards negative user generated
content for hedonic and utilitarian products
according to consumers and PR consultants?”
Rebuild
strategy
Compensation
Apology

15. • Consumers want to be addressed personally
• Consumers want to know who they are communicating with
• Consumers expect a compensation for the caused damage, but
most important is that the company takes the customer
seriously:
 react quickly,
 show empathy and
 propose to continue the conversation in private to
exchange personal details and
provide a suitable solution.

16. • Generalization
• Role of the researcher
1. Usage of the same distribution chain
2. Quantitative research based on
these insights
Casus 1
Factory
Leonidas
Casus 2 improved
Online
shop
Factory
AlbertHeijn
Delivery
Casus 2
Factory
Glorix
Delivery
Warehouse
supermarket
Private
delivery
Online
shop
Delivery