Phys .org: What our negative comments and consumer gripes on social media reveal about us

Phys .org: What our negative comments and consumer gripes on social media reveal about us. “We’ve examined the issue of consumer anger on social media because, as marketing academics, we’re interested in how companies handle the excessive toxicity that comes with corporate social media engagement. But our research also helps explain the causes of this culture of complaint. Our findings point to this behaviour meeting two basic psychological needs.”

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