An updated social media users’ crisis response framework

What is it about?

This study shows that in their social media responses to a crisis-affected supply chain, consumers display positive and negative sentiment towards brands such as supply companies. The co-occurring positive-negative sentiment is called sentiment coupling. It finds that Online Brand Advocacy (OBA) and Online Brand Detraction (OBD) does occur in social media user generated content (UGC) about a crisis. Social media users engage in nine stages in their responses to a prolonged, multi-brand, global crisis. Supply chain operators and managers should use the revised Social Media Users Crisis Response (SMUCR) Framework for a more effective response to crises.

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