Publication: “Great to see ur staff are doing their job properly” : customer (dis)affiliation on corporate Facebook pages
Authors
Palomino-Manjón, Patricia
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Publisher
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DOI
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info:eu-repo/semantics/article
Description
Abstract
The emergence of new technologies has changed the way people communicate. Social media have allowed
businesses to connect with customers and to market their products more efficiently. However, these platforms
also allow customers to share information and o
pinions with the company and fellow customers, diverting from
previous online service encounters which only allowed the interaction between the service provider and the
customer. This new digital space of communication is in need of research. Therefore, th
e main objective of this
paper is to analyze how customer (dis)affiliation is discursively realized on Facebook. To do so, a corpus of
comments published by customers on the Facebook page of a British grocery chain was compiled. The data
were analyzed draw
ing on Appraisal
T
heory (Martin & White, 2005). The findings show that customers used a
varied range of Appraisal resources to evaluate the company and express (dis)affiliation with it and fellow
customers.
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