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#kritik: - En studie av SJ och SAS bemötande av kritik på Twitter
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med uppsatsen är att undersöka hur två reseföretag i förtroendekris bemöter kritik via Twitter samt vilka strategier inom den image reparerande diskursen de använder sig av. Studien ämnar även ta fasta på om det finns ett mönster bakom bemötandet. För att uppfylla uppsatsens syfte har två frågeställningar formulerats:

· Hur bemöter SJ och SAS kritik på Twitter? · Verkar företagen vara medvetna om valda strategiers möjliga effekter?

För att genomföra denna undersökning utfördes först en förundersökning där antalet dialoger mellan företagen och dess kunder sammanställdes samt dialogernas längd och antalet aktörer räknades. Till huvudundersökningen studeras 20 dialoger innehållande kritik som låg närmast i tiden. För att studera dessa använde vi oss av en kvalitativ textanalys.

De viktigaste resultaten visar att båda reseföretagen tillämpar liknande strategier i situationer där de kritiseras för händelser av liknande karaktär. De mest använda strategierna var för både SJ en SAS av ignorerande eller förnekande karaktär, två strategier som i denna studie har kategoriserats som avståndstagande strategier. Den huvudsakliga slutsatsen i uppsatsen är att den valda strategin inte påverkar ett företags rykte så mycket som sättet själva strategin tillämpas på.

Abstract [en]

Aim: The purpose of this paper is to examine how two travel companies in different kinds of crises respond to criticism through social media, more specifically on Twitter. The paper also aims to identify whether crises of various kinds in the travel industry are met by specific image repair strategies. If possible one aim is also to take note if there is a certain relationship between chosen strategy and the impact on the examined companies reputation.

Material and Method: The first part of the research consists of a preliminary investigations where the two companies tweets is counted and measured in order to get an overall picture of their activity on Twitter. This part of the research was based on one week ́s activity per company and the tweets were recalculated to get average numbers. The qualitative part represents the key study of this research and the material consisted of the 20 latest dialogues where customers expressed criticism and complaints directed to the companies SJ and SAS.

Main Results: The main results of this research found that the two companies applied similar strategies in situations when accused for incidents of resembling nature. The most used strategies was for both SJ an SAS of ignoring or denial character, two strategies that in this research was categorized as renunciative strategies. The main conclusion this essay found is that the chosen strategy does not impact a company’s reputation as much as the application of the strategy. 

Place, publisher, year, edition, pages
2012. , 64 p.
Keyword [en]
Image-repair strategies, response, criticism, trust, reputation, crisis
Keyword [sv]
Image reparerande strategier, bemötande, kritik, förtroende, rykte, kris
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-195502OAI: oai:DiVA.org:uu-195502DiVA: diva2:607794
Subject / course
Media and Communication Studies
Educational program
Freestanding course
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2013-02-26 Created: 2013-02-25 Last updated: 2013-02-26Bibliographically approved

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