Research On The Influence Of Value-related Brand Crisis On Online Collective Behavior

In recent years,value-related brand crises have occurred frequently,and Weibo,an information dissemination platform,has become its platform for triggering the outbreak of online collection behavior.At the same time,the public actively participates in the discussion and dissemination of various hot social events,playing an increasingly important role in cyberspace and gathering more and more power,leading to the continuous emergence of public-initiated network opinion and network cluster events,which put the crisis brand and even the company in the limelight of public opinion and bring negative impact to the company’s reputation and brand image.Therefore,the impact of value-related brand crises on public online collection behavior is gradually receiving attention.Focusing on the Weibo platform,this paper constructs a theoretical model based on intergroup emotion theory,resource mobilization theory,and social network theory,with group anger and group efficacy as mediating variables and social relationship strength and subjective norms as moderating variables,to explore the impact of value-related brand crises on public network clustering behavior,and validates it through empirical analysis.This paper adopts the experimental method in order to study the argument,using questionnaire star for data collection,data analysis software SPSS26.0 in order to analyze the data and test the thesis hypothesis,and draws the following conclusions:(1)value-related brand crisis has a positive impact on online collection behavior;(2)value-related brand crisis has a positive impact on group anger and group efficacy;(3)group anger and group efficacy positively affect public online collection behavior;(4)group anger and group efficacy play a fully mediating role between value-related brand crisis and public online collection behavior;(5)the moderating role of social relationship strength between value-related brand crisis and public online collection behavior is not significant;and(6)the moderating role of subjective norms between value-related brand crisis and public online collection behavior is not significant.This paper expands the brand-consumer perspective of public relations to a brand-public perspective,and introduces two variables,namely,the strength of social relationships and subjective norms,which are more in line with the context of social media on information dissemination platforms such as Weibo in the Internet era and the characteristics of public participation in online clustering behavior on social platforms such as Weibo.Finally,based on conclusions,this paper provides advice for brand managers to further provide reference for value-related brand crisis management.