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EMAC 2024 Annual


The Effect of Social Media Complaint Management on the Perceptions and Behavioural Intentions of Virtually Present Others (VPOs)
(A2024-119394)

Published: May 28, 2024

AUTHORS

Yu Yhee, University of Queensland; Nicole Hartley, University of Queensland

ABSTRACT

The key focus of this research is to examine the perceptions and behavioural intentions of Virtually Present Others (VPOs) in a social media complaint management process. VPOs are individuals who do not directly experience the service failure but are exposed to the interactions on social media platforms and, thus, are able to form their own attitudinal perceptions. Additionally, due to the nature of social media, individuals are also able to be actively involved in this process by interacting with the brand or complainant. These individuals are referred to within this study as Virtually Present Active Others (VPAOs), and their presence and role can impact VPOs. The findings revealed that VPOs are impacted by the presence of VPAOs in ways that either benefit or disadvantage the brand. Depending on the role VPAOs play in these interactions, they have the ability to significantly alter VPOs perceptions and behavioural intentions towards the brand.