Timothy Coombs and Sherry Holladay, both of the University of Central Florida, presented their case study content analysis of what they called the Kindle crisis from summer 2009.

Using a quantitative content analysis of postings published within an established Kindle community, the researchers looked at items published in the forum over a 2-day period that discussed the CEO’s very direct and unorthodox apology for their misstep.

The scholars classified each post as to whether the post noted the author owned a Kindle (indicated ownership, indicated was not an owner, did not mention ownership) and impact to behavioral intention (said the apology would change behavior, said apology would not change behavior, did not indicate any behavior change based on apology), among other variables.

Continue reading " Coombs and Holladay Discuss the Kindle Crisis "