No way!
The final finding is that it does not matter to the tweeting consumer whether the negative product-related tweets come from a company or a person. In both cases, these negative statements have a negative effect on a brand: brand trust decreases and the intention to spread negative messages increases. The expectation was that negative tweets from companies would be less convincing than tweets from people, since previous studies have shown that people often expect unreliable marketing language from companies.
This expectation did not come true: both negative tweets from companies and individuals decrease latvia phone number list consumer brand trust. In both cases, consumers' intention to advise against the brand to friends and family also increases significantly. Both companies and individuals are therefore seen as reliable sources of product information on Twitter.
unskilled company
The research shows that brands would do well to realize that negative word-of-mouth, also via Twitter, has damaging consequences for the brand. The results of these studies not only underline that webcare interventions are necessary to limit negative brand evaluations following negative product-related tweets, but also that timely interventions are crucial: given the strong negative effect of the number of tweets, the damage increases rapidly.
I can also recommend paying attention to negative statements from both companies and individuals. It is important to realize that expert tweeters cause more damage with negative product-related tweets than inexperienced tweeters do. And finally: keep a close eye on the egg accounts!
You can download the full research, with which I completed my Communication and Information Sciences studies cum laude .