Pulling ads,making apologies: Lowe's use of Facebook to communicate with stakeholders |
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| Authors: | Emily S Kinsky R Nicholas Gerlich Meagan E Brock Baskin Kristina Drumheller |
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| Institution: | 1. West Texas A&M University, Department of Communication, WTAMU, Box 60754, Canyon, TX 79016, United States;2. West Texas A&M University, Department of Management, Marketing and General Business, Canyon, TX 79016, United States |
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| Abstract: | This study examines the use of Facebook by Lowe's to reach its stakeholders after the controversial decision to pull its advertising from TLC's All-American Muslim. Through an online survey, the study gauges people's thoughts about the use of Facebook to apologize. Results showed significant differences based on age, race/ethnicity, and political affiliation regarding the use of Facebook and significant differences based on education, time spent on Facebook, political affiliation and race/ethnicity regarding the wording of Lowe's apology. |
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| Keywords: | Social media Corporate communication Crisis Apology Facebook |
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