Employees’ deviant behavior on social networks: the effects on consumers’ brand attitude (notice n° 1530998)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02177cam a2200241 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251012014412.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | de Villartay, Sophie |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Employees’ deviant behavior on social networks: the effects on consumers’ brand attitude |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 19 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Research objectives In an era where social media is an integral part of individuals’ daily lives, brands are questioning how to manage their employees’ online presence. Employees increasingly use social media in ways that, intentionally or accidentally, can harm the company’s image. This research explores the factors influencing consumers’ attitudes toward a brand following the dissemination of deviant employee behavior on social media. Methodology An empirical study based on 21 semi-structured interviews was conducted. Participants reacted to six crisis scenarios. Results Four key factors emerge: (1) Attribution of behavior to the brand: Consumers seek to understand the brand’s role in the deviant behavior; (2) Consumer sensitivity: Respondents’ values influence their perception of employees’ deviant behavior; (3) Company response: Inadequate crisis communication worsens negative perceptions; (4) Breach of brand promise: Employees’ deviant behavior has a stronger impact on consumer attitudes when it challenges the brand promise. Managerial implications The findings offer practical recommendations, both preventive and corrective, to mitigate the negative impact of such behaviors on brand image. Originality This study contributes to the literature on brand crises by examining an emerging phenomenon: deviant employee behaviors disseminated on social media. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attribution |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand crisis |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand promise |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | employee advocacy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | employee deviance |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Julienne, Éric |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Banikema-Sow, Annie |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 119 | 3 | 2025-10-01 | p. 241-260 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2025-2-page-241?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2025-2-page-241?lang=en&redirect-ssocas=7080</a> |
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