University of Tennessee

Study: Keeping Customers Informed Via Social Media Can Influence Positive Sentiments

September 26, 2019

Keeping customers in the know can go a long way toward preventing backlash during and after poor experiences. A new study in the Journal of Marketing, co-authored by Haslam College of Business professors Kelly Hewett and Michel Ballings, shows that informational interaction via social media can increase positive sentiments even when audiences may be temporarily unhappy with a brand. Personalized communications after purchases also are shown to enhance customer sentiments and drive further purchases. The study, forthcoming in the November issue of the Journal of Marketing, and co-authored by researchers from the IESEG School of Management and Georgia State University, is available online now.

Contact: Tanya G. Brown,, 865-974-1570