Dr. Gulnara Z. Karimova (Assistant Professor, Business Communication) recently published a paper with Central Asia Business Journal Vol.8 No.1 titled “Developing Directives for Designing Responses to Negative Comments on Facebook: Case Study of SB JSC Sberbank in Kazakhstan”.
The study analyses responses to negative comments in social media, using the case of SB JSC Sberbank, a leading bank in Kazakhstan, and Facebook. It investigates key features of negative comments in social networks, identifies categories of negative comments, and develops guidelines for responses to negative comments. This study is the first of Kazakhstani-specific negative comments that uses quantitative and qualitative techniques.