Clicca qui per scaricare

Exploring the palm oil crisis through the lens of different social media: an analysis of facebook, youtube and twitter contents
Autori/Curatori: Matteo Corciolani, Giacomo Gistri, Stefano Pace 
Anno di pubblicazione:  2016 Fascicolo: 4  Lingua: Inglese 
Numero pagine:  22 P. 43-64 Dimensione file:  97 KB
DOI:  10.3280/MC2016-004004
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 

This article contributes to the current debate about the co-creation of brand meanings through social media. In particular, we focus on the construction and dissemination of negative meanings about brands. Through a content analysis of usergenerated contents published on Facebook, YouTube and Twitter, we explore how consumers criticize companies’ use of palm oil. Specifically, we analyze the various topics that the palm oil issue is associated with (e.g., health problems, environmental issues) on the three social media platforms. Moreover, we investigate how the platforms differ in the language style (i.e., level of self-reference, cognitive complexity, detailed information and emotional references) used in the discussion about this topic. Our results have important implications for all companies facing brand crises through social media. Particularly, we show that, depending on the social media platform, companies should emphasize different topics and use diverse communication styles while responding to the crisis.
Keywords: Branding, crisis management, social media, content analysis, palm oil.

  1. Algesheimer R., Dholakia U.M. and Herrmann A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3): 19-34,
  2. Arnould E.J., Thompson C.J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, 31(4), 868-882,, DOI: 10.1086/426626
  3. Arvidsson A., Caliandro A. (2015). Brand public. Journal of consumer research, First published online: October 6th 2015: 727-748,
  4. Brown E., Jacobson M.F. (2005). Cruel Oil: How Palm Oil Harms Health, Rainforest and Wildlife. Washington, DC: Center for Science in the Public Interest.
  5. Burmann C. (2010). A call for ‘user-generated branding’. Journal of brand management, 18(1): 1-4,
  6. Casprini E., Di Minin A. (2015). How are companies facing the social media (r)evolution? (Come le aziende stanno affrontando la (ri)voluzione dei social media?). Mercati e competitività, 2: 67-86,, DOI: 10.3280/MC2015-002005
  7. Cayla J., Arnould E.J. (2008). A cultural approach to branding in the global marketplace. Journal of international marketing, 16(4): 86-112,
  8. Christodoulides G., Jevons C. and Bonhomme J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands? Journal of advertising research, 52(1): 53-64,, DOI: 10.2501/JAR-52-1-053-064
  9. Corciolani M. (2014). How do authenticity dramas develop? An analysis of Afterhours fans’ responses to the band’s participation in the Sanremo Music Festival.
  10. Marketing theory, 14(2): 185-206,
  11. Cova B., D’Antone S. (2016). Brand iconicity vs. anti-consumption well-being concerns: The Nutella palm oil conflict. Journal of consumer affairs, 50(1): 166-192,
  12. Cova B., Pace S. (2006). Brand community of convenience products: new forms of customer empowerment: The case “my Nutella The Community”. European journal of marketing, 40(9/10): 1087-1105. DOI 10.1108/03090560610681023.
  13. Del Pilar Salas-Zarate M., Lopez-Lopez E., Valencia-Garcia R., Aussenac-Gilles N., Almela A., Alor-Hernandez G. (2014). A study on LIWC categories for opinion mining in Spanish reviews. Journal of information science, 40(6): 1-12,, DOI: 10.1177/0165551514547842
  14. Economist (2010). The other oil spill: The campaign against palm oil. June 24th 2010, --Text available at: =16423833.
  15. Edelman D.C. (2010). Branding in the digital age. Harvard business review, 88(12): 62-69.
  16. Fournier S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4): 343-353,, DOI: 10.1086/209515
  17. Fournier S., Avery J. (2011). The uninvited brand. Business horizons, 54(3): 193-207,
  18. Gensler S., Völckner F., Liu-Thompkins Y. and Wiertz C. (2013). Managing brands in the social media environment. Journal of interactive marketing, 27: 242-256,
  19. Gistri G., Pace S. and Corciolani M. (2015). The effects of brand loyalty on the emotional reactions to a luxury brand crisis: The Moncler case. In: Proceedings of the Global Fashion Management Conference, Firenze, June 25-28.
  20. Guardian (2014). Cleaning up deforestation from palm oil needs more than greenwash. June 5th 2014, --Text available at: deforestation-palm-oil-more-greenwash-greenpeace.
  21. Holt D.B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of consumer research, 29(June): 70-90,, DOI: 10.1086/339922
  22. Holt D.B. (2016). Branding in the age of social media. Harvard business review, 50(March): 40-48.
  23. Hsu L., Lawrence B. (2016). The role of social media and brand equity during a product recall crisis: A shareholder value perspective. International journal of research in marketing, 33 (1): 59-77,
  24. Humphreys A. (2010). Megamarketing: The creation of markets as a social process. Journal of marketing, 74(2): 1-19,
  25. Kaplan A.M., Haenlein M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business horizons, 53: 59-68,
  26. Keller K.L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of marketing, 57(1): 1-22,, DOI: 10.2307/1252054
  27. Krippendorff K. (2004). Content Analysis: An Introduction to Its Methodology, 2nd ed.
  28. Thousand Oaks, CA: Sage. Merz M.A., He Y. and Vargo S.L. (2009). The evolving brand logic: A servicedominant logic perspective. Journal of the academy of marketing science, 37(3): 328-344,
  29. Muñiz A.M. Jr., O’Guinn, T.C. (2001). Brand community. Journal of consumer research, 27(4): 412-432,, DOI: 10.1086/319618
  30. Negri F. (2015). User-generated video parodies in social media. Mercati e competitività, 1: 75-95,, DOI: 10.3280/MC2015-001005.
  31. Pace S., Balboni B., Gistri G., (2014). The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case. Journal of marketing communications, forthcoming., DOI: 10.1080/13527266.2014.966478
  32. Pennebaker J.W. (2013). The Secret Life of Pronouns: What Our Words Say About Us. New York, NJ: Bloomsbury Press, Reprint edition.
  33. Pennebaker J.W., Francis M.E. and Booth R.J. (2007). Linguistic Inquiry and Word Count (Liwc): Liwc2007. Mahwah, NJ: Lawrence Erlbaum Associates.
  34. Pfeffer J., Zorbach T., Carley K.M. (2014). Understanding online firestorms: Negative word-of-mouth dynamics in social media networks. Journal of marketing communications, 20(1-2): 117-128,, DOI: 10.1080/13527266.2013.797778
  35. Pitt L.F., Watson R.T., Berthon P., Wynn D. and Zinkhan G. (2006). The penguin’s window: Corporate brands from an open-source perspective. Journal of the academy of marketing science, 34(2): 115-127,, DOI: 10.1177/0092070305284972
  36. Qualizza G., Sambri C. (2014). Marche e giovani consumatori ‘digitali’: Uno studio esplorativo. Mercati e competitività, 1: 153-176,, DOI: 10.3280/MC2014-001008
  37. Ryschka A.M., Domke-Damonte D.J., Keels J.K., Nagel R. (2016). The effect of social media on reputation during a crisis event in the cruise line industry. International journal of hospitality and tourism administration, 17(2): 198-221,, DOI: 10.1080/15256480.2015.1130671
  38. Schau H.J., Muñiz A.M. Jr. and Arnould E.J. (2009). How brand community practices create value. Journal of marketing, 73(5): 30-51,
  39. Singh S., Sonnenburg S. (2012). Brand performances in social media. Journal of interactive marketing, 26(4): 189-197,
  40. Smith A.N., Fischer E. and Yongjian C. (2012). How does brand-related usergenerated content differ across YouTube, Facebook and Twitter? Journal of interactive marketing, 26: 102-113,
  41. Tausczik Y., Pennebaker J.W. (2010). The psychological meaning of words: LIWK and computerized text analysis method. Journal of language and social psychology, 29: 24-54,, DOI: 10.1177/0261927X09351676
  42. Thompson C.J., Rindfleisch A. and Arsel Z. (2006). Emotional branding and the strategic value of the doppelganger brand image. Journal of marketing, 70(1): 50-64,
  43. Vallaster C., von Wallpach S. (2013). An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of business research, 66(9): 1505-1515,
  44. Wang Y. (2016). Brand crisis communication through social media: A dialogue between brand competitors on Sina Weibo. Corporate communications, 21(1): 56-72,, DOI: 10.1108/CCIJ-10-2014-0065
  45. Weber R.P. (1990). Basic Content Analysis. Newbury Park, CA: Sage.

  1. Giacomo Gistri, Matteo Corciolani, Stefano Pace, The interaction effect between brand identification and personal crisis relevance on consumers’ emotional reactions to a fashion brand crisis in Journal of Global Fashion Marketing /2018 pp. 252, DOI: 10.1080/20932685.2018.1461021

Matteo Corciolani, Giacomo Gistri, Stefano Pace, in "MERCATI & COMPETITIVITÀ" 4/2016, pp. 43-64, DOI:10.3280/MC2016-004004


FrancoAngeli è membro della Publishers International Linking Association associazione indipendente e no profit per facilitare l'accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche