Impact of Employee Social Media Misconduct on Brand Trust and Sales: RCIJ Survey
RCIJ Survey: The Repercussions of Employee Misconduct on Social Media
In a recent study by the Risk Communication Institute of Japan (RCIJ), it was found that inappropriate social media posts by employees substantially impact brand reputation and consumer behavior. The findings showcase that over half of the participants are likely to refrain from purchasing products from companies embroiled in controversies stemming from employee actions online.
Key Findings from the RCIJ Survey
Everyday Risk: 91.8% Acknowledge Social Media Incidents
The survey highlights that social media crises are no longer isolated phenomena. A striking 91.8% of respondents indicated that they had heard or read about an incident involving inappropriate posts by employees or interns of organizations. This underscores the ubiquity of such risks across all sectors.
Consumer Reactions: A Significant Shift in Purchase Intentions
When asked about their potential reactions to social media misconduct by employees, more than half (51.4%) of the respondents affirmed that they would
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