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Response strategies to maintain emotional resonant brand reputations when targeted by user-generated brand parodies

Maritha Pritchard
University of Johannesburg
De la Rey Van der Waldt
North-West University
David Pieter Conradie
Tshwane University of Technology
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Creative Commons License

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Response strategies to maintain emotional resonant brand reputations when targeted by user-generated brand parodies. (2022). Communicare: Journal for Communication Studies in Africa, 36(1), 1-26. https://doi.org/10.36615/jcsa.v36i1.1575
  • Articles
  • Submited: October 12, 2022
  • Published: October 17, 2022

Abstract

Mostly satirising top-of-mind brands, user-generated parody accounts are a phenomenon mostly
associated with Twitter. As an emerging trend in South Africa, parody accounts using cleverlywritten
satire attract a large and loyal following as social media communities enjoy the shared
pleasure of sharing funny content and the intense positive emotions felt when making fun of
brands that they care about. Of particular concern is when audiences find parody accounts more
honest, entertaining and authentic compared to the official social media brand account. Moreover,
user-generated parody accounts often misappropriate brand identities, thereby not only confusing
unsuspecting social media communities but also satirising brand meanings. Correspondingly,
social media management teams are faced with a reputational risk or paracrisis, since the
emotional resonance of brand reputations are being hijacked. Too often, official responses to
parody accounts are knee-jerk responses to take back control, such as aggressive threats and
litigation, easily escalating into angry viral social media backlashes. The purpose of the study was
to establish suitable paracrisis response strategies for parodied brands to maintain emotionally
resonant reputations. Using a synergistic approach to mixed methods in a triangulation design,
this study collected and analysed data from a purposive and snowball sample of 207 social media
experts. Findings suggested that humorous, tongue-in-cheek banter with user-generated parody
accounts intended for harmless fun optimise emotionally resonant brand reputations in the age
of parody.

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How to Cite
Response strategies to maintain emotional resonant brand reputations when targeted by user-generated brand parodies. (2022). Communicare: Journal for Communication Studies in Africa, 36(1), 1-26. https://doi.org/10.36615/jcsa.v36i1.1575

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