Violating Trust - A Case Study of Social Media and Crisis Communication
Authors
Petersen, Anne-Sophie Skytt ; Sullivan, Caroline Querido
Term
4. term
Publication year
2016
Submitted on
2016-05-30
Pages
178
Abstract
This thesis examines how social media has influenced the development of crisis communication strategies in the fast-food sector and how crises shape stakeholders’ perceptions of corporate image. Using a comparative qualitative case study of Chipotle Mexican Grill and Domino’s Pizza, it analyzes press releases, social media statements and posts, news coverage, and stakeholder comments through critical discourse analysis and the frameworks of Organizational Image Management, Situational Crisis Communication Theory, and Image Repair Theory. A questionnaire-based survey with 211 respondents on food safety, fast-food chains in general, and the two cases complements the document analysis. The study identifies each company’s crisis communication strategies and illuminates stakeholder perceptions. Findings indicate that social media and electronic word of mouth (eWoM) constitute both opportunities and challenges during crises: Domino’s appears to have achieved relatively successful crisis communication, whereas Chipotle’s crisis remains ongoing with an uncertain outcome. Overall, the research highlights the unpredictability of negative eWoM and its persistent reputational risks, underscoring the importance of thoughtful crisis communication in a digital media environment.
Denne afhandling undersøger, hvordan sociale medier har påvirket udviklingen af krisekommunikationsstrategier i fastfoodbranchen, samt hvordan kriser påvirker interessenters opfattelse af virksomheders image. Gennem en komparativ kvalitativ caseanalyse af Chipotle Mexican Grill og Domino’s Pizza analyseres pressemeddelelser, udtalelser og opslag på sociale medier, mediedækning og interessentkommentarer ved hjælp af kritisk diskursanalyse og teorierne om organisatorisk imagemangement, situationsbestemt krisekommunikation og image-reparation. Derudover inddrages en spørgeskemaundersøgelse med 211 respondenter om fødevaresikkerhed, fastfoodkæder generelt og de to konkrete sager. Analysen identificerer de anvendte krisekommunikationsstrategier og belyser interessenters opfattelser. Resultaterne peger på, at sociale medier og elektronisk mund-til-mund (eWoM) både rummer muligheder og udfordringer under kriser: Domino’s synes at have opnået relativt succesfuld krisekommunikation, mens Chipotles krise forbliver igangværende med usikkert udfald. Overordnet viser studiet, at negativ eWoM kan opstå uforudsigeligt og vedvarende udgøre en reputationsrisiko, hvilket understreger betydningen af gennemtænkt krisekommunikation i et digitalt medielandskab.
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Keywords