The Scholar Box - Global Talk Series | A webinar by Prof. Kelly Hewett | MICA Ahmedabad

Talk-Topic: How Firms Can Steer Social Media Conversations: A Customer-Centric Approach
Abstract: Many firms struggle with how to craft their messages in conversations with customers in social media. The problem is compounded by the fact that these conversations take place in different, simultaneous threads, each of which potentially requires a different approach. This talk communicates how firms can adapt their responses in individual social media conversations such that the sentiment in each conversation becomes more favorable. Based on an analysis of 2.78 million tweets capturing over 1.45 million threads involving four major US banks across 10 years, this talk provides concrete managerial guidance about how to respond in order to have the best possible effect on the resulting user sentiment. This advice is provided for conversations that are both critical of the firm or positive about the firm. The talk also illustrates that lifting user sentiment in social media conversations leads to an increase in positive brand buzz, an important mindset metric and driver of firm performance.
About the Speaker:
Prof. Kelly Hewett is the Reagan Professor of Marketing at Haslam College of Business, University of Tennessee. Previously she has been associated with Bank of America as Senior Vice President. Prof. Kelly is also on the advisory board of CREM. Her research has been published in top academic journals in both Marketing and International Business fields including the Journal of the Academy of Marketing Science, the Journal of Marketing, the Journal of International Business Studies, the Journal of Retailing and the Journal of management studies.
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