American Journal of Management Science and Engineering

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Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion

Received: 16 February 2020    Accepted: 28 February 2020    Published: 06 March 2020
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Abstract

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.

DOI 10.11648/j.ajmse.20200501.12
Published in American Journal of Management Science and Engineering (Volume 5, Issue 1, January 2020)
Page(s) 10-18
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Trust Crisis, Internet Public Opinion, Sentiment Analysis, Trust Repair Strategy

References
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Author Information
  • Department of Business, Qingdao University, Qingdao, China

  • Department of Business, Qingdao University, Qingdao, China

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  • APA Style

    Li Zhang, Ning Zhang. (2020). Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion. American Journal of Management Science and Engineering, 5(1), 10-18. https://doi.org/10.11648/j.ajmse.20200501.12

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    Li Zhang; Ning Zhang. Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion. Am. J. Manag. Sci. Eng. 2020, 5(1), 10-18. doi: 10.11648/j.ajmse.20200501.12

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    AMA Style

    Li Zhang, Ning Zhang. Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion. Am J Manag Sci Eng. 2020;5(1):10-18. doi: 10.11648/j.ajmse.20200501.12

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  • @article{10.11648/j.ajmse.20200501.12,
      author = {Li Zhang and Ning Zhang},
      title = {Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion},
      journal = {American Journal of Management Science and Engineering},
      volume = {5},
      number = {1},
      pages = {10-18},
      doi = {10.11648/j.ajmse.20200501.12},
      url = {https://doi.org/10.11648/j.ajmse.20200501.12},
      eprint = {https://download.sciencepg.com/pdf/10.11648.j.ajmse.20200501.12},
      abstract = {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.},
     year = {2020}
    }
    

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  • TY  - JOUR
    T1  - Effectiveness of Trust Repair Strategies in the Crisis of Corporate Internet Public Opinion
    AU  - Li Zhang
    AU  - Ning Zhang
    Y1  - 2020/03/06
    PY  - 2020
    N1  - https://doi.org/10.11648/j.ajmse.20200501.12
    DO  - 10.11648/j.ajmse.20200501.12
    T2  - American Journal of Management Science and Engineering
    JF  - American Journal of Management Science and Engineering
    JO  - American Journal of Management Science and Engineering
    SP  - 10
    EP  - 18
    PB  - Science Publishing Group
    SN  - 2575-1379
    UR  - https://doi.org/10.11648/j.ajmse.20200501.12
    AB  - 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.
    VL  - 5
    IS  - 1
    ER  - 

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