Symposium on Business Transformation, Social Innovation, Humanities, and Sustainable Economy

Business Transformation, Entrepreneurship, and Sustainable Economy

PPAVI-2026-BEFEFB55 Oral Sustainable entrepreneurship

Communication Strategies in Responses to Negative Customer Reviews on Shopee: A Discourse Analysis of Somethinc Official Shop

Authors: Allissia Winarta, Cherish Arlyn, Clara Aurelya, Meity

Supervisor: Dr.Li. Magpika Handayani, S.Pd., M.Pd.

Affiliation: Politeknik Tonggak Equator Pontianak

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Abstract

Negative reviews on e-commerce platforms can affect customers’ perceptions of a brand, making seller responses an important part of addressing complaints and maintaining customer relationships. This study aimed to identify the communication strategies used by Somethinc Official Shop in responding to negative customer reviews on Shopee and to examine how the type of complaint influenced the use of these strategies. A qualitative approach was employed using discourse analysis. The data consisted of 24 review-response pairs from eight Somethinc products with more than 10,000 sales. For each product, one 1-star, one 2-star, and one 3-star review was selected. The data were analyzed through coding, categorization, pattern identification, and interpretation of communication strategies in the seller responses. The findings identified 79 coded text segments across eight communication strategies. The Empathic strategy was the most dominant, with 34 occurrences, followed by Interactive with 16 and Directive with 12. Informative occurred 10 times, Argumentative 4 times, and Persuasive 3 times, while Narrative and Descriptive were not identified. The responses tended to acknowledge customer complaints, provide explanations or invite further interaction, and guide customers toward appropriate actions. In addition, the type of complaint influenced the combination of communication strategies used in the responses. These findings indicate that Somethinc Official Shop’s responses were generally customer-oriented, with communication strategies adapted to the characteristics of the complaints raised.

Keywords

communication strategies, negative customer reviews, discourse analysis, customer complaints, Shopee

Conference Certificate

Open Certificate

Certificate No. PPAVI-2026-BEFEFB55

Certificate

of Presentation

This certificate is formally awarded to:

Allissia Winarta, Cherish Arlyn, Clara Aurelya, Meity, Li. Magpika Handayani

for presenting the paper entitled:

Communication Strategies in Responses to Negative Customer Reviews on Shopee: A Discourse Analysis of Somethinc Official Shop

PPAVI-2026-BEFEFB55 / Oral

The 1st PPAVI Student Research and Vocational Conference 2026

16 Oct 2026 - 31 Oct 2026

Business Transformation, Entrepreneurship, and Sustainable Economy

Sustainable entrepreneurship

RD. Dr. Antonius Ary Setyawan, S.S., M.A, M.M.

Ketua Pengurus PPAVI

Romanus Edy Prabowo, S.Si., M.Sc., Ph.D.

Ketua Panitia

Digitally issued by PPAVI Conference System on 15 October 2026. Available at:

https://ppavi.or.id/conferences/ppavi-student-research-vocational-conference-2026/presentations/PPAVI-2026-BEFEFB55/