Abstract
Colleges in China are experiencing many internal challenges in recent years that have the potential to develop into reputational crisis if not properly handled. One such challenges come from the management of student affairs. In the social media age, after a student has filed a complaint, a reputational crisis might take place if the college manager is not able to handle the complaint effectively in time. However, many college managers in China have not yet developed the ability to manage college crisis in the context of social media effectively, and there is a dearth of literature that focuses on such topics hitherto. Hence, we conducted the current grounded theory research to study the approaches that college managers used in their crisis management, and the problems that they faced.
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