Does Language Style Matching Matter for Replying to Consumers' Complaints in Social Media Context? An Analysis Based on Communication Accommodation Theory

Abstract

Abstract: The fast development of social media has significantly changed the way information is spread. This brings huge challenge for firms to effectively manage consumers' complaints. Existing studies have examined how to manage consumers' complaints from various perspectives. However, few studies have investigated how to reply to consumers' complaints better by utilizing the characteristics of communication in social media context. This study proposes that companies can reply to consumers' complaints by mimicking consumers' language style based on communication accommodation theory. The perceived similarity and the trust caused by perceived similarity mediate the effects of langue style matching on product evaluation. Furthermore, the type of online community that consumers participate in moderates the effects of language style matching on product evaluation. The results of this study enrich the literature about consumer complaint management and also contribute to the development of communication accommodation theory.

Key words: langue style matching, perceived similarity, trust, online community type

Zhao Jing, Xie Zhipeng, Wang Tao, Huang Rui. Does Language Style Matching Matter for Replying to Consumers' Complaints in Social Media Context? An Analysis Based on Communication Accommodation Theory[J]. Management Review, 2020, 32(10): 206-216.

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