Conceptualising Social Media as Complaint Channel

Abstract

This paper explores the relationship between UK “Millennials'” consumer goals and their choice of social media as a complaint channel. It also considers the relationship between interactive and remote channels and how power is distributed online between consumers and organisations. From interviews with members of the Millennial generation and a content analysis of complaints voiced through computer manufacturer 'Dell'’s UK Twitter and Facebook sites, the research uncovered three significant themes. Firstly, as a complaint channel, social media is largely used by “Millennials” for venting their anger against organisations. Due to the distant and interactive nature of social media, the research opens up a new classification in consumer complaint literature, categorising social media as a semi-interactive channel of communication. Subsequently, it is the characteristics of the medium which afford this classification, enabling “Millennials” to assert power over organisations by utilising the pressured environment that social media creates and leveraging the influence of mass complaints.