Influence of Social Media Comments on Brand Reputation of Selected Telecommunication Companies in Nigeria
Main Article Content
Abstract
Social media has become a powerful space where brand reputations are formed, challenged, and redefined through interactive comments by users. This conceptual paper investigates the influence of social media comments on the brand reputation of selected Nigerian telecommunication companies: MTN, Airtel, and Glo. Using Situational Crisis Communication Theory (SCCT) and Social Influence Theory, the study undertakes a critical synthesis of secondary sources, crisis case studies, and documented online discourse to understand the dynamics at play in the management of the brand reputation of these companies. The analysis reveals that, while these telecom brands engage in various online response strategies, they often fall short of effectively aligning with theoretical best practices or engaging consumers effectively. Furthermore, influencer interventions and peer commentary on platforms such as X (formerly Twitter), Facebook, and Instagram play significant roles in shaping reputational outcomes. The findings suggest that brand perception is increasingly constructed through digital social influence and historical trust (or distrust), rather than formal corporate messaging alone. The paper recommends dialogic engagement on social media, contextual responsiveness, and strategic digital listening as essential components of contemporary reputation management in the Nigerian telecom sector.
Downloads
Article Details
Section
How to Cite
References
BBC News. (2015, October 26). MTN fined $5.2bn by Nigeria over unregistered sim cards. https://www.bbc.com/news/business-34637085
Chukwuemeka, L., & Iwuchukwu, S. (2023). Social media, brand accountability, and consumer trust: A study of telecoms in Nigeria. Journal of Media and Communication Research, 15(1), 33–51.
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591–621.https://doi.org/10.1146/annurev.psych.55.090902.142015
Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163–176. https://doi.org/10.1057/palgrave.crr.1550049
Datareportal. (2025). Digital 2025: Globaloverview report. https://datareportal.com/reports/digital-2025-global-overview-report
Eze, F., & Odor, A. (2022). Digital transparency and consumer trust in Nigeria’s telecom industry. Nigerian Journal of Marketing and Public Relations, 9(2), 44–59.
Fombrun, C. J., & Van Riel, C. B. M. (2004). Fame & fortune: How successful companies build winning reputations. FT Press.
Gilbert, C. (2015, December 10). MTN loses subscribers after NCC fine. Nigerian Communications Weekly. https://www.nigeriancommsweek.ng/news/mtn-loses-subscribers
Guardian Nigeria. (2018, April 3). Telecom firms under fire for unsolicited VAS charges. https://guardian.ng/news/telecom-firms-under-fire
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
https://doi.org/10.1016/j.bushor.2009.09.003
Kemppainen, J. (2024). The role of social media in brand reputation management. Journal of Digital Branding and Communication, 12(1), 1–15.
Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005
Levitt, H. M., Motulsky, S. L., Wertz, F. J., Morrow, S. L., & Ponterotto, J. G. (2017). Recommendations for designing and reviewing qualitative research in psychology: Promoting methodological integrity. Qualitative Psychology, 4(1), 2–22. https://doi.org/10.1037/qup0000082
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.https://doi.org/10.1016/j.bushor.2009.03.002
Ndukwe, C. (2022). Social media virality and the erosion of brand loyalty in emerging markets. African Journal of Communication Studies, 7(2), 77–3.
Olmedo-Cifuentes, I., & Martínez-León, I. M. (2014). Influence of management style and social media use on corporate reputation. Public Relations Review, 40(5), 706–716. https://doi.org/10.1016/j.pubrev.2014.03.002
Onuoha, F. C., & Ogbu, J. (2016). Corporate crisis and stakeholder response: The MTN Nigeria-NCC fine. African Journal of Business and Economic Research, 11(3), 95–113.
Okpara, I., & Okechukwu, J. (2023). Digital placation: Social media apology strategies in Nigerian telecommunication crises. International Journal of Crisis Communication, 4(1), 19–34.
Papacharissi, Z. (2015). Affective publics: Sentiment, technology, and politics.
Oxford University Press.Premium Times. (2021, July 19). Airtel Nigeria trends over disappearing data complaints.https://www.premiumtimesng.com/news/top-news/474147-airtel-nigeria-trends-over-disappearing-data.html
Punch (2021, August 7). Subscribers lament as Glo suffers major outage.https://punchng.com/glo-down-users-complain
Rawlins, B. (2008). Measuring the relationship between organizational transparency and employee trust. Public Relations Journal, 2(2), 1–21.
TechCabal. (2020, October 22). #EndSARS: MTN, social media and a network shutdown. https://techcabal.com/end-sars-mtn-network-shutdown
Uzuegbunam, C. E., & Okonta, C. (2021). Influencer credibility and consumer perception in Nigeria: A study of telecom campaigns. Journal of New Media and Communication,6(2), 51–68.