Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion
American Journal of Management Science and Engineering
Volume 5, Issue 1, January 2020, Pages: 10-18
Received: Feb. 16, 2020; Accepted: Feb. 28, 2020; Published: Mar. 6, 2020
Views 295      Downloads 167
Li Zhang, Department of Business, Qingdao University, Qingdao, China
Ning Zhang, Department of Business, Qingdao University, Qingdao, China
Article Tools
Follow on us
In the Internet environment, the network public opinion of corporate quality defects will cause enterprises to fall into the crisis of consumer trust. Enterprises often choose to issue announcements to deal with public opinion. Can an announcement release effectively restore trust? Are there differences in the effectiveness of different strategies in the announcement? It has become an urgent problem to be explored in the management of corporate public opinion crisis. This study takes the three corporate defect events exposed at the March 15th Evening Party as cases, and crawls the online comments and corporate response announcements on the microblogs about defect events. First, the sentiment analysis is used to calculate the emotional strength of the defect events. Secondly, the content analysis method is used to classify the trust repair strategies of the enterprise announcements. Finally, by constructing the trust repair strategy effectiveness model, the effectiveness of the trust repair strategy adopted by enterprises in different evolution stages is analyzed. The results show that in different stages of public opinion evolution, the release of response announcements can effectively enhance the emotional intensity of consumers. Moreover, in the emergency period, the relationship repair strategy is more effective; in the sustained period, the informational repair strategy is more effective; in the regression period, the functional repair strategy is more effective. Through practical cases, the research explores the effectiveness of enterprise trust repair strategy under the network public opinion crisis, expands the research content of enterprise network public opinion field, and provides strategic advice for enterprise public opinion crisis management.
Trust Crisis, Internet Public Opinion, Sentiment Analysis, Trust Repair Strategy
To cite this article
Li Zhang, Ning Zhang, Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion, American Journal of Management Science and Engineering. Vol. 5, No. 1, 2020, pp. 10-18. doi: 10.11648/j.ajmse.20200501.12
Copyright © 2020 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Tellez ES, Miranda - Jimenez S, Graff m., et al. A case study of Spanish text transformations for twitter sentiment analysis [J]. Journal of Expert Systems with Applications, 2017, 81, 457-471.
Kim PH, Dirks KT, Cooper CD, et al. When more blame is better than less: The implications of internal vs. external attributions for The repair of trust after a competence - vs. integrity - -based trust violation [J]. Journal of Organizational behaviors and The Human Decision The Processes, 2006, 99 (1): 49-65.
Han yabin, hu longying. Research on the influence mechanism of information dissemination on consumer trust repair under product injury crisis [J]. Acta sinica sinica, 2013, 32 (11): 1204-1212.
Jiang jingui, yan siqi. Research on the evolution of weibo public opinion based on the interaction of themes and sentiments -- a case study of "red, yellow and blue child abuse incident" [J]. Journal of information, 2008, 37 (12): 118-123.
Spence PR, Lachlan, KA, Lin x. Variability in Twitter Content Across indicates the Stages of a Natural emergence: Implications for Crisis Communication [J]. Journal of Communication Quarterly, 2015, 63 (2): 171-186.
Yu le 'an, li xin, yan xiangbin, et al. Introduction to the theoretical and empirical research on enterprise network public opinion management [J]. Management science, 2019, 32 (01): 1-2.
Zhu ge, qi jiayin. Situation assessment of online public opinion on corporate crisis events [J]. Information science, 2015, 33 (06): 48-53+57.
Qu qi-xing, qi jia-yin. Analysis on the heat trend of enterprise network public opinion based on microblog [J]. Intelligence journal, 2014, 33 (06): 133-137.
Xiao liyan, qi jiayin. Research on the evaluation of enterprise network public opinion social influence based on microblog [J]. Journal of intelligence, 2013, 32 (05): 5-10+19.
D Andrea E, Ducange p. Monitoring the public opinion about the vaccination topic from tweets analysis [J]. Journal of Expert Systems With Applications, 2019, 116: 209-226.
Zhang dongkai, qi jiayin. Impact effect of stock price on online public opinion of enterprises' sudden crisis events based on microblog [J]. Journal of intelligence, 2015, 34 (03): 132-137+149.
Jiang kan, tang zhufa, zhang wei. Measurement and analysis of corporate network public opinion structure based on microblog -- a case study of "3.15" jianghuai automobile's "rusty gate" incident [J]. Journal of intelligence, 2014, 3 3 (04): 112-116+111.
Xu yuan, liang xun. Analysis on the dual public opinion of enterprises under the guidance of government on time-series coupling -- taking the coupling of "wei zexi" and "lei Yang" events as an example [J]. China management science, 2016, 24 (S1): 294-301.
Moorman CD, Zaltman g. Factors Affecting Trust in Market Research Relationships [J]. Journal of Marketing, 1993, 57 (1): 81-101.
Tomlinson EC, Brian RD, Roy jl. The Road to Reconciliation: Antecedents of Victim threatens to Reconcile a Broken Promise [J]. Journal of Management, 2004, 30 (2): 165-187.
Arnott, DC, Wang, SH, Lenard c. Explaining buyers \ "responses to sellers, \" violation of trust [J]. European Journal of Marketing, 2007, 41 (9/10): 1033-1052.
Wang feng, wei jiulchang, zhao dingtao. Construction of comprehensive crisis response model and organizational reputation repair -- based on two cases [J]. Journal of public administration, 2013, 10 (03): 63-74+140.
Zhang zhenglin, zhuang guijun. Research on time-based consumer trust repair [J]. Management science, 2010, 23 (02): 52-59.
Feng jiao, zhang shuping, lu qiang. A strategic study on consumer trust restoration after multi-brand crisis [J]. Consumer economy, 2015 (4): 35-39.
Zhao yanyi, zhang shuping. Consumer trust repair strategy based on attribution perspective [J]. Statistics and decision-making, 2008, 34 (13): 43-46.
Hegner SM, Beldad AD, Kraesgenberg AL. The Impact of Crisis Response Strategy, Crisis Type, [J]. Corporate Reputation Review, 2016, 19 (4): 357-370.
Coombs wt. BUNDLE: Coombs: Ongoing Crisis Communication 4e + Coombs: Applied Crisis Communication and Crisis Management [J]. Sage Pubn Inc, 2014.
Fink s. Crisis Management: Planning for the Invisible [M]. American Management Assocation, 1986: 15.
Mitroff II. Crisis Management and Environmentalism: A Natural Fit [J]. California Management Review, 1994, 36 (2): 101-113.
Norman augustine et al. Crisis management [M]. Beijing: renmin university of China press, 2001: 1-13
Liao haihan, wang yu-fen, guan peng. Theme mining and viewpoint identification of different communicators in weibo public opinion communication cycle [J]. Library and information work, 2018 (19): 77-85.
Li tianlong. Stage response strategy of public opinion in emergencies [J]. Journal of information, 2018, 37 (12): 110-115.
Mohammad S, Kiritchenko S Sobhani P, et al. Semeval - 2016 task 6: Detecting stance in tweets [C]. In Proceedings of the 10 th International Workshop on Semantic Evaluation. 2016-31-41.
Xie Y, Peng s. How to repair customer trust after negative publicity: The roles of competence, integrity, mercy, and forgiveness [J]. Psychology & Marketing, 2009, 26 (7): 572-589.
Science Publishing Group
1 Rockefeller Plaza,
10th and 11th Floors,
New York, NY 10020
Tel: (001)347-983-5186