Figure A1
A comparison of two social media response approaches showing differences in reply scope, response style, and account presentation during customer comment interactions.Two side by side examples show how a hotel responds to customer comments on a social media post promoting a discount. The left example shows replies to both positive and negative comments using accommodative language from a humanised account, including apologies, explanations, and contact details for follow-up. The right example shows replies only to negative comments using a defensive tone from a standard account, focusing on clarifications and justifications. User comments include praise, complaints, and service concerns, with visible reply threads demonstrating contrasting response strategies.

Stimulus examples

Source: Authors’ work

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