This study aims to investigate the strategies used by brands to recover from firestorms following controversies in the age of social media. The focus is on understanding the brand-customer relationship aspect of firestorms and the importance of monitoring and comprehending them to minimize their impact. The study applies the SCCT to analyze two specific firestorms and their effects on brand reputation. The research questions focus on the initial crisis responsibility attached to the firestorm, the history the brand have with crisis and previous reputation. The study employs an exploratory qualitative research approach using a case study design. Data collection involves observing brands' social media and other communication channels to identify firestorm patterns and brand responses. Judgment sampling is used for sample selection, guided by relevant variables from the literature. Thematic analysis is employed to analyze qualitative data, with the SCCT guiding the analysis. Overall, this study contributes to understanding firestorms, trust recovery, and crisis communication in the digital age. The findings will shed light on effective strategies for managing and rebuilding brand reputation following firestorms.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:ltu-101701 |
| Date | January 2023 |
| Creators | Björnsson, Nina |
| Publisher | Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| 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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