Research On The Spread And Response Of Auto Brand Crisis In The Context Of Social Media

Brand crisis is an important area of brand management research.When a brand crisis occurs in an enterprise,the attitude of an enterprise manager to the crisis event and the coping strategy often determine whether the enterprise can minimize the harm of the crisis to the brand.In the age of social media,the public opinion environment facing companies is more complex than in the traditional media era.There are more uncertain factors that generate crises,and the spread of crises is longer,wider,and more harmful.This article takes the automobile brand crisis event as a research case and the social media platform as the research area.The main research questions are:(1)whether the type of crisis will affect consumers;(2)when the subject of the crisis is facing a brand crisis what are the coping strategies adopted;(3)what impact will different coping strategies have on consumers? This article also reveals the relationship between crisis subject's coping strategies and causal attribution by studying the relationship between the crisis subject's coping strategies and causal attribution,and the relationship between the consumer's emotional attitude and causal attribution.This article takes the content analysis method as the main method,the attribution theory as the basis,and the situational crisis communication theory as the research framework.Through the relevant analysis of the consumer's emotional attitude,the crisis subject's coping strategy,cause attribution,and crisis type,the following are obtained conclusions:(1)the type of crisis has no significant effect on consumer's emotional attitude;(2)the coping strategies of the crisis subject have a significant impact on the formation of consumer's emotional attitude;(3)the coping strategies of the main subject of the crisis are related to the causation(4)cause attribution is related to the formation of consumers' emotional attitudes.