Research On The Mechanism Of Corporate Image Restoration In Public Opinion Crisis

In the Internet era,the rapid rise of social networks has lowered the threshold for information dissemination.The network ecological environment of "Everyone is a microphone" has made it easy for companies to make crises due to mistakes and product and service quality problems in the business process.The proliferation caused public opinion and even caused a crisis of public opinion,which triggered a wave of public opinion.At this time,the company’s improper coping style,attitude,response time,and improper strategy will make the image restoration work of the company unsatisfactory,which will cause different degrees of damage to corporate profits,image,and cohesion.This study is based on emotional event theory,attribution theory,and crisis situation communication theory.From the perspective of crisis situation and responsibility attribution,this article explores the severity of the crisis in corporate public opinion crisis events,the impact of crisis attribution on corporate image,and the generation of public emotions.Mechanism,and on this basis,the communication effect of corporate response strategies is studied.In this study,questionnaires and experiments were used to collect data,and SPSS 20.0 and AMOS software were used for data processing and model verification.The results show that the difference in the severity of the crisis and the attribution of the crisis will cause the public to have different perceptions of the size of corporate responsibility,and ultimately affect the corporate image;verify the mediating effect of public sentiment between corporate responsibility and corporate image and the adjustment of corporate response strategies effect.That is,companies adopting apology correction strategies can effectively alleviate public sentiment.Regardless of the size of corporate responsibility in public opinion incidents,their excuse strategies cannot alleviate public sentiment.This study improves the theory of corporate crisis management and enriches the theory of public sentiment evolution in the crisis of corporate public opinion.It provides new channels and methods for companies to quickly calm down public opinion storms,restore corporate image,and guide public opinion to soothe public sentiment.