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

Li Zhang; Ning Zhang

doi:doi:10.11648/j.ajmse.20200501.12

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

Li Zhang, Ning Zhang

Published in American Journal of Management Science and Engineering (Volume 5, Issue 1)

Received: 16 February 2020 Accepted: 28 February 2020 Published: 6 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.

Published in	American Journal of Management Science and Engineering (Volume 5, Issue 1)
DOI	10.11648/j.ajmse.20200501.12
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), 2020. Published by Science Publishing Group

Keywords

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

References

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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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ACS 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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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://article.sciencepublishinggroup.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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Author Information

Li Zhang

Department of Business, Qingdao University, Qingdao, China
Ning Zhang

Department of Business, Qingdao University, Qingdao, China

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Plain Text BibTeX RIS

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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ACS 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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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

Copy | Download

@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://article.sciencepublishinggroup.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}
}

Copy | Download

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  -

Copy | Download