The Analysis Of Product Recall To Public Engagement And Firm's Communication Strategies

In recent years, product recalls growing at an amazing speed, becoome a common phenomenon, arouse a lot of public attention. Product recall has a negative effect on enterprise's brand image and corporate reputation and brand value, further influences consumer loyalty. Therefore, if firms are informed of any quality problem, companies should publish recall announcement in time, release relevant information, and communicate with consumers and the public. Based on those, this paper mainly studies the public engagement caused by product recall, namely the information released by enterprise in the process of product recall how to influence the public engagement, and further studies the domestic products and imported products in the process of recall whether bring different public engagement, and on those basis proposes the communication strategy for firms to deal with product recalls.We developed and verified our conceptual arguments on public engagement by analyzing 432 product recalls in the Chinese automobile industry during a five-year period (2010—2014). Empirical results showed that public engagement in product recall announcements was affected by: the number of defective products, recall history, response measures, defective product price, and country of origin. Our results also reveal the difference between domestic and imported products in public engagement in China. Thus, the findings provide cues that could trigger public engagement and potential ways of reducing public engagement in product recalls of firms. According to the results of the study, this paper suggests that (1) the enterprise must ensure product quality, be responsible for the consumers and the public; (2)local quality supervision departments should strengthen the supervision of the product,protect the legitimate rights of the consumer; (3) enterprise according to the effects of recall information to the public engagement, timely adjusts of information release strategy.The innovation of this study is that the model under the background of the empirical framework using frame effect, enrich the frame theory. At the same time,this article applied classic theories from combines information and marketing area. On the basis of a large number of data analysis, this article researches the relationship between product recall and public engagement, provides new insights for enterprise on product crisis communication strategy.