Table 1 Analysis of service firms’...

Table 1

Analysis of service firms’ response strategies on Instagram

Firm	Industry		Response approach
Firm	Industry	Followers^a	Response strategy (replies to … comments)	Response type^b	Account type^c
Accor	Hotel	Followers^a	75.8 t	Some positive and negative	Accommodative	Standard
Hilton		400 t	Only positive	Accommodative	Standard
Marriott		533 t	Some positive and negative	Accommodative	Standard
Pizza hut	Restaurant	1.7 m	Some positive and negative	Accommodative	Standard
Starbucks	Restaurant	17.9 m	All	Accommodative	Standard
Deliveroo	Food delivery	99.2 t	Some positive and negative	Accommodative	Standard
Door dash		321 t	Only positive	Accommodative	Standard
Uber eats		546 t	Some positive and negative	Accommodative	Standard
United	Aviation	936 t	Only positive	Accommodative	Standard
Emirates	Aviation	7.1 m	Only negative	Accommodative	Standard
Kroger	Retail	161 t	Some positive and negative	Accommodative	Standard
Home depot		954 t	Only positive	Accommodative	Standard
Walmart		2.9 m	Some positive and negative	Accommodative	Standard
DHL express	Logistics	101 t	Only negative	Accommodative	Standard
UPS		198 t	Only negative	Accommodative	Standard*
FedEx		299 t	Only negative	Accommodative	Standard*
Wayfair	e-commerce	101 t	Some positive and negative	Accommodative	Standard
Amazon	e-commerce	198 t	Some positive and negative	Accommodative	Standard*
Verizon	Communication	255 t	Some positive and negative	Accommodative	Standard*
AT&T		392 t	Only negative	Accommodative	Standard
T-Mobile		530 t	Only negative	Accommodative	Standard*

Firm	Industry		Response approach
Firm	Industry	Followers^a	Response strategy (replies to … comments)	Response type^b	Account type^c
Accor	Hotel	Followers^a	75.8 t	Some positive and negative	Accommodative	Standard
Hilton		400 t	Only positive	Accommodative	Standard
Marriott		533 t	Some positive and negative	Accommodative	Standard
Pizza hut	Restaurant	1.7 m	Some positive and negative	Accommodative	Standard
Starbucks	Restaurant	17.9 m	All	Accommodative	Standard
Deliveroo	Food delivery	99.2 t	Some positive and negative	Accommodative	Standard
Door dash		321 t	Only positive	Accommodative	Standard
Uber eats		546 t	Some positive and negative	Accommodative	Standard
United	Aviation	936 t	Only positive	Accommodative	Standard
Emirates	Aviation	7.1 m	Only negative	Accommodative	Standard
Kroger	Retail	161 t	Some positive and negative	Accommodative	Standard
Home depot		954 t	Only positive	Accommodative	Standard
Walmart		2.9 m	Some positive and negative	Accommodative	Standard
DHL express	Logistics	101 t	Only negative	Accommodative	Standard
UPS		198 t	Only negative	Accommodative	Standard*
FedEx		299 t	Only negative	Accommodative	Standard*
Wayfair	e-commerce	101 t	Some positive and negative	Accommodative	Standard
Amazon	e-commerce	198 t	Some positive and negative	Accommodative	Standard*
Verizon	Communication	255 t	Some positive and negative	Accommodative	Standard*
AT&T		392 t	Only negative	Accommodative	Standard
T-Mobile		530 t	Only negative	Accommodative	Standard*

Note(s):

^at = thousand, m = million, order of firms by number of followers per industry; ^baccommodative responses to complaints typically include apologies and/or corrective actions and/or compensation (Lee and Song, 2010); defensive responses involve denying responsibility, justifying actions, and/or shifting blame (Li et al., 2018); responses to positive comments usually convey appreciation and acknowledgment; ^cstandard account = official company account featuring the company logo and the profile photo; humanized account = employee account including a personal photo, name and contact information; *inclusion of the first name of the responding employees

Source(s): Authors’ work

[ViewLarge]

Sharing Unavailable