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@Organisatie in klachtentweets als trigger voor webcare-interactie

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@Organisation in complaint tweets as a trigger for webcare interactions

An organization’s webcare is aimed at dealing with as many consumer complaints as possible. The question is what features of negative word-of-mouth tweets lead to more webcare response. From a pragmalinguistic perspective, we started with a brief overview of the speech act of complaining, and its illocutionary force which is communicated directly or indirectly. In two corpus analyses (with 6533 and 1479 negative word-of-mouth tweets), we examined the relations between the way consumers address an organization (operationalized as the position of @Organization in the negative word-of-mouth tweet) and the amount of webcare interaction between the organization and consumers. The results show that when a consumer places the addressed @Organization at the beginning of the tweet, this leads to a webcare-response more frequently than when @Organization occurs elsewhere in the tweet. In the second corpus analysis, the communicative function of @Organization (direct or indirect address) was included in the analysis. When @Organization was addressed directly, this resulted in more webcare interaction than when the organization was addressed indirectly.
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Keywords: @mentions; Twitter; addressing organizations; complaints; negative word-of-mouth; pragmalinguistics; social media; webcare

Document Type: Research Article

Affiliations: 1: Email: E-mail: [email protected] 2: Email: E-mail: [email protected]

Publication date: April 12, 2018

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  • Het Tijdschrift voor Taalbeheersing verschijnt drie keer per jaar en biedt een platform aan taalbeheersers om de resultaten van wetenschappelijk onderzoek naar taal- en tekstgebruik te publiceren. Het onderzoek waarover gerapporteerd wordt, richt zich zowel op schriftelijke als mondelinge taalvaardigheid, op begrijpelijk en/of effectief taalgebruik, op vormen en functies van verschillende tekstgenres en op taalkundige kenmerken van communicatie. Het tijdschrift biedt ruimte aan onderzoek vanuit verschillende disciplines zoals taalwetenschap, tekstwetenschap, conversatie-analyse, communicatiewetenschap, psychologie, onderwijskunde, argumentatietheorie en retorica.

    The Dutch-language journal Tijdschrift voor Taalbeheersing is a platform for academics to publish research results about the use of language and texts. The research focuses on written and oral language skills, on understandable and/or effective language usage, on characteristics of different text genres and on characteristics of texts in communication.
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