Research On Enterprise Crisis Response Based On User Feedback In The Context Of Social Media

In the era of social media,facing the diversity of crises and users,how to take the best response measure according to different types of crises has become the focusing point for many enterprises.At present,the relevant research is relatively insufficient and the specific case analysis is little.Therefore,through the analysis of enterprise crisis cases and user feedback,this study explores the relationship between crisis types and response measures for enriching the relevant research and providing useful ideas and countermeasures for enterprise crisis management.According to the previous research,this study divides enterprise crisis into ‘defensible' and ‘non-defensible' and puts forward hypothesis,chooses Netease crisis cases as the background of scenario setting,makes comparative analysis of different types of crisis coping styles as variables,and introduces user brand trust and user risk attitude as intermediary and adjustment variables.Based on the Likert Scale 5,a questionnaire was made to visualize the impact of crisis coping styles on user feedback by means of user brand switching.A total of 630 valid questionnaires were obtained.The hypothesis was tested by one-way ANOVA and regression analysis with the help of statistical software SPSS20.0.According to the research,different coping styles will have different effects.For the defensible crisis,enterprises need to take timely and proactive measures to deal with it,and the way of ‘confrontation and refutation' is better than the way of ‘active response' to a certain extent.For the non-defensible crisis,enterprises need to adopt the ‘positive response' in the outbreak period and future period.Adopting the way of ‘ignorance' to wait for the public opinion faded has a higher negative impact on the maintenance of user brand relationship.Based on the results,enterprise crisis management should pay attention to disposing enterprise crisis timely and active,match corresponding measures according to the crisis type,and pay attention to user research for understanding user preferences,maintain user trust and build a good user brand relationship through brand building.