Online Corporate Apology Strategies Posted on Twitter in Arabic: A Socio-Pragmatic Study

This study aims to identify the types of moves and politeness strategies used in online corporate apology (OCA) Arabic, posted on customers’ complaints/negative reviews Twitter. Additionally, compares Arabic with English, Japanese, Chinese explore cross-cultural similarities differences OCA. Following growth social media platforms such as Instagram, Facebook, Twitter, various studies have focused identifying utilized using data from new-age computer-mediated communication. OCA by companies restore their image, manage rapport, show accountability, responsibility been studied many languages, but not Arabic. collected 271 responses customer a company’s account Twitter analyzed them Morrow Yamanouchi’s (2020) model rhetorical Spencer-Oatey's (2008) rapport management framework. It revealed 12 that were 1045 times: opening, closing, repair, promising, explanation, expressing reassurance, apology, request, showing appreciation, denying problem, feelings, compensation. Closing was most frequent move, followed opening repair. All previous Chinese, except problems, The findings indicate company 11 enhance face needs, sociality rights, interactional goals. Denying problem only move challenging 1%. seeks preserve its image build customers