Purpose: The purpose of the study is to deepen the understanding of how crisis communication on Instagram is conducted and how it influences consumers' perceptions of a company following a scandal. Method: This study is based on a qualitative research method. The findings in the study are derived from observations, semiotic analysis, and semi-structured interviews with nine different informants. Conclusion: Through Instagram, companies facing scandals actively address brand crises using detailed image posts that constitute their crisis communication. Their strategy is focused on responding to public criticism and demonstrating an understanding of the crisis's cause and their own responsibility. Through transparency and honesty in their communication, the company aims to rebuild trust and present themselves as credible and reliable in the eyes of consumers. The company's statements and actions are formulated to reshape their reputation and reduce negative attitudes among consumers. By means of the visual representation on Instagram, the company reinforces their message in a way that enhances consumers' trust and aids in reshaping their attitudes after the crisis has occurred.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-52601 |
| Date | January 2023 |
| Creators | Habib, Dawid, Obradovic, Lidija |
| Publisher | Södertörns högskola, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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