Impact of crisis management in the era of social media
Heiske, Mimi (2023)
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112932745
https://urn.fi/URN:NBN:fi:amk-2023112932745
Tiivistelmä
The selection of this particular research topic was driven by its contemporary relevance. It consistently surfaces in the daily or weekly discourse, not only within the domestic boundaries of countries but also in the global sphere, permeating both national and international corporate landscapes as well as the dynamic world of influencers and social media. The focus on this subject matter stems from the recognition of the inherent societal responsibility that accompanies the possession of a substantial online platform and a vast following.
The primary goal of this research is to gain insights and shed light on importance of crisismanagers in today’s environment of social media influencer and overall social media behaviour by anyone wanting to gain revenue and marketing opportunities by using any social media platform. Additionally, it aims to investigate how our close relationships with these entities impact our ability to create separation, especially in the context of a scandal and its subsequent aftermath. This research extends its scope to acknowledge the significance of personal connections. It recognizes that our interactions with these entities often transcend mere transactional exchanges, resulting in deep-seated affiliations and loyalties. The study aims to explore the role of these close relationships, particularly in times of crisis, such as during a scandal.
In the turbulent aftermath of a scandal, the research seeks to unravel how our affiliations, rooted in brand loyalty and personal connections, shape our responses. It strives to provide an understanding of the complexities that emerge when our relationships with companies and influencers are put to the test in the face of challenging circumstances.
The findings of this research underscore a pivotal revelation: the manner in which a crisis is managed, regardless of whether one is a growing influencer or a major corporation, is critically determined during those initial crucial hours. The factors that emerge as paramount in shaping the outcome of such situations are accountability, transparency, and the formulation of a well-defined plan of action.
The primary goal of this research is to gain insights and shed light on importance of crisismanagers in today’s environment of social media influencer and overall social media behaviour by anyone wanting to gain revenue and marketing opportunities by using any social media platform. Additionally, it aims to investigate how our close relationships with these entities impact our ability to create separation, especially in the context of a scandal and its subsequent aftermath. This research extends its scope to acknowledge the significance of personal connections. It recognizes that our interactions with these entities often transcend mere transactional exchanges, resulting in deep-seated affiliations and loyalties. The study aims to explore the role of these close relationships, particularly in times of crisis, such as during a scandal.
In the turbulent aftermath of a scandal, the research seeks to unravel how our affiliations, rooted in brand loyalty and personal connections, shape our responses. It strives to provide an understanding of the complexities that emerge when our relationships with companies and influencers are put to the test in the face of challenging circumstances.
The findings of this research underscore a pivotal revelation: the manner in which a crisis is managed, regardless of whether one is a growing influencer or a major corporation, is critically determined during those initial crucial hours. The factors that emerge as paramount in shaping the outcome of such situations are accountability, transparency, and the formulation of a well-defined plan of action.