SNS의 부정적 루머 대응전략의 브랜드 인식 회복 효과

Abstract

This study explores the impacts of strategies to cope with negative rumors spread through SNS(Social Network Service). Degree of brand association after the rumors being proved to be wrong has been operationalized to measure the effects of cooperates' counterstrategy. Consumers gather, share, process and forget the information more rapidly when they use SNS as a media. Brand asset sand customer loyalty would be damaged by the association between firm's brand assets and negative word-of mouth. We select 5 cases which have been issued in Korea after 2010. After classifying those cases by different counterstrategy, survey has been conducted to verify the influences of strategy to diminish the brand association and negative attitude of customers.