Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/308023 
Year of Publication: 
2024
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 41 [Issue:] 1 [Year:] 2024 [Pages:] 22-31
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Companies are increasingly apologizing after committing an offense, but under time pressure and in a crisis, many fail to deliver effective apologies. Using 12 benchmark cases and an expert survey, this paper provides a detailed framework for designing convincing apologies, focusing on the message content and the social media context. It identifies five content components that increase the likelihood of delivering a sincere, professional apology and earning forgiveness from customers.
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.