Why and When Consumers Post Complaint Messages on Social Media? Conceptualizing Social Voice as a Distinct Complaining Behaviour
研究将消费者在品牌社交媒体页面上的投诉（社交声音）视为一种独特的投诉行为，通过混合方法分析其动机、前因和阶段，区别于传统投诉和负面口碑，为管理者提供减少初级投诉、优化次级投诉的指导。
Abstract Whereas extant literature treats social voice , that is, complaining via brand‐managed social media pages, as a mere channel for existing consumer complaining behaviours (CCBs), like voice and negative word of mouth, this research aims to assess it as a distinct CCB. We draw from CCB theory and its associated taxonomies towards this goal. To identify the unique palette of motives and antecedents of social voice, we adopt a mixed‐method research design by extracting archival social voice posts and interviewing social voicers across four sub‐studies. Our analysis reveals the motives, CCB process stage, antecedents and other peculiarities associated with social voice, thereby demarcating it from other CCBs. Further, social voice is identified as a predominantly secondary‐stage CCB, triggered by a blend of constructive and vindictive motivations. This work is among the few examining social voice from a consumer viewpoint and attempts to place it within the overall CCB framework as divergent from its standalone assessments. We thus pave a foundation for examining behavioural changes implied by the Internet and social media within the CCB landscape and provide managerial guidelines towards reducing primary social voice while optimizing its secondary‐stage incidence.