Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
4761755 | Public Relations Review | 2017 | 6 Pages |
Abstract
This study analyzed how social media presents both challenges and opportunities to multinational companies (MNCs) in crisis situations. Employing a case study approach, the present study examined how McDonald's and KFC used social media to manage their 2012 crises in China. Important findings of the study include: 1) crisis response strategies should be based on cultural insiders' assessment of attribution of blame; 2) perception and use of specific response strategies (e.g., apology) have cross cultural variations; and 3) the role of influential social media users needs to be contextualized by culture.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Lin Zhu, Deepa Anagondahalli, Ai Zhang,