First Response Matters: The Impact of First Public Response to Social Media Complaints on Observers' Brand Attitude

ABSTRACT Brands’ public responses to consumer complaints on social media serve as critical signals that shape observers’ brand attitudes. When brands respond to a complaint, their first response can be particularly influential, as it sets the tone for how the brand is perceived. This study examines two primary first public response strategies from the perspective of observers: privately‐oriented responses (i.e., requesting to handle the complaints through private channels) and publicly‐oriented responses (i.e., addressing the complaint directly through public communication). Drawing upon signaling theory, we demonstrate that a publicly‐oriented first response signals a stronger commitment to complaint resolution, thereby enhancing observers’ attitudes. Importantly, the positive impact of a publicly‐oriented response is diminished when it follows a privately‐oriented first response. Additionally, the positive effect of a publicly‐oriented first response is attenuated when the complaint directly notifies the brand (i.e., by mentioning the brand using “@”). Across four experimental studies in different contexts, we provide robust evidence for these effects. This study advances the literature on online complaint handling by highlighting the decisive role of first public responses and offering actionable insights for brands managing complaints on social media.