Abstract
In the Internet environment, the network public opinion of corporate quality defects will cause enterprises to fall into the crisis of consumer trust. Enterprises often choose to issue announcements to deal with public opinion. Can an announcement release effectively restore trust? Are there differences in the effectiveness of different strategies in the announcement? It has become an urgent problem to be explored in the management of corporate public opinion crisis. This study takes the three corporate defect events exposed at the March 15th Evening Party as cases, and crawls the online comments and corporate response announcements on the microblogs about defect events. First, the sentiment analysis is used to calculate the emotional strength of the defect events. Secondly, the content analysis method is used to classify the trust repair strategies of the enterprise announcements. Finally, by constructing the trust repair strategy effectiveness model, the effectiveness of the trust repair strategy adopted by enterprises in different evolution stages is analyzed. The results show that in different stages of public opinion evolution, the release of response announcements can effectively enhance the emotional intensity of consumers. Moreover, in the emergency period, the relationship repair strategy is more effective; in the sustained period, the informational repair strategy is more effective; in the regression period, the functional repair strategy is more effective. Through practical cases, the research explores the effectiveness of enterprise trust repair strategy under the network public opinion crisis, expands the research content of enterprise network public opinion field, and provides strategic advice for enterprise public opinion crisis management.
Highlights
New online social media is gradually becoming the mainstream platform for the public to comment and express emotions. These new social media have the characteristics of large number of users and fast information dissemination, and their social influence far exceeds that of traditional media [1]
Zhu Xi et al screened fifteen indicators used to evaluate the public opinion of corporate defect events, established an index system based on popularity, danger and dispersion, analyzed the impact and relationship between indicators, and established an efficient internet public opinion analysis model
Feng Jiao et al [19] applied the theory of trust source, aiming at the industrial multi brand crisis caused by the product injury crisis, from the perspective of the trusted party, based on the empirical analysis of consumer trust repair strategy, put forward the corresponding industry repair strategy
Summary
New online social media is gradually becoming the mainstream platform for the public to comment and express emotions. From the American Journal of Management Science and Engineering 2020; 5(1): 10-18 perspective of Internet public opinion, other scholars have grasped the changes in public emotional trends and concerns by digging the topics and emotions of Weibo texts to provide a basis for public opinion monitoring They suggest strategies for companies to respond effectively at various stages of public opinion evolution, including apologizing, focusing on the transparency of information release [4], and summarizing experiences and communicating in a timely manner [5]. These studies have provided a wealth of preliminary results for the study of consumer trust repair issues. The research conclusions expand the research content in the field of corporate public opinion and provide strategic suggestions for crisis management of corporate public opinion
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