The Speech Act of Apology by Lenovo on Facebook

Abstract

New media platforms such as Twitter, Facebook, and Instagram have allowed brands to connect with the public. However, negative comments can damage their image, so brands should use clear apology strategies. Despite the COVID-19 pandemic, the growth of the electronics market is closely related to the connection between brands and customers. This article examined the apology strategies used by Lenovo, a company with international brand influence, in response to negative messages or complaints on its official Facebook account from April 30, 2023 to June 9, 2023. The study used a mixed research method to identify responses containing common apology words on Lenovo's public account through IFIDs and obtained all posts using the two most frequently used apology words in the text. Under the guidance of Olshtain and Cohen (1983) and Page (2014)'s apology strategies, the study examined the apology strategies and combinations used by Lenovo in its posts.The results showed that Lenovo often used the following six apology strategies: "expression of apology", "explanation or account of the situation", "acknowledgment of responsibility", "an offer of repair", "follow-up moves: questions and imperatives", and "greetings, closings, and terms of address". Furthermore, "greetings", "expression of apology", and "follow-up moves: questions and imperatives" were the most frequently used semantic combinations.