What is it about?
The aim of this paper is to investigate how companies make use of social media communication to turn crises into opportunities and how consumers respond to this brand management strategy, and evaluate the effects of this kind of advertising campaign.
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Why is it important?
The research findings may provide insights into the interplay between brand advertising and corporate crisis communication on the platform of social media. This study can inform practitioners of useful techniques to deal with brand crises via social media.
Perspectives
The value of this study lies not only in its contribution to the body of knowledge on online crisis management with a case of Chinese companies, but also in its validation of the interplay between crisis communication and advertising.
Professor Yan Wang
University of International Business and Economics
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This page is a summary of: Brand crisis communication through social media, Corporate Communications An International Journal, February 2016, Emerald,
DOI: 10.1108/ccij-10-2014-0065.
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