The Collateral Damage of C2C Communications on Social Networking Sites: The Moderating Role of Firm Responsiveness and Perceived Fairness

Social networking sites are important to firms as firms use them to communicate with their customers. This study investigates the overlooked collateral damage (the accidental negative outcomes that occur when customers communicate with each other via social networking sites) that customer-to-customer communications, through social networking, has for firms. Based on 3 experimental surveys with 614 participants, we found that information that is...