A Comprehensive Overview of Consumer Conflicts on Social Media

Oliver Warke

Abstract: The use of social media platforms is increasingly prevalent in society, providing brands with a multitude of opportunities to interact with consumers. However, literature has shown this increased usage has negative impacts for users who have experienced depression, anxiety, and stress and brands who see increasing volumes of hate within their communities such as bullying, conflicts, complaints, and harmful content. Existing research focuses on extreme forms of conflict, largely ignoring the lesser forms which still pose a significant threat to consumer and brand welfare. This research aims to capture the full spectrum of online conflict, providing a comprehensive overview of the problem from an interdisciplinary marketing and computer science perspective.