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Is Crisis Communication Facing an Uphill Battle with Today's Consumers?

Cederberg, Felicia LU and Johansson, Sophie LU (2021) IBUH19 20211
Department of Business Administration
Abstract
This study investigates how Swedish students perceive apology marketing when used in response to racism scandals through a qualitative multi-case study design. An imbalance is recognised between the conventional theoretical frameworks, the emergence of social media, and the increased awareness among consumers. Subsequently, this thesis explores the applicability of conventional theoretical frameworks in the current digital society and the role of apology marketing in a broader context. By drawing parallels between the literature and our empirical findings, gathered through semi-structured interviews, discrepancies are identified advocating for the obsolescence of existing theories on crisis communication in today’s context. Our study finds... (More)
This study investigates how Swedish students perceive apology marketing when used in response to racism scandals through a qualitative multi-case study design. An imbalance is recognised between the conventional theoretical frameworks, the emergence of social media, and the increased awareness among consumers. Subsequently, this thesis explores the applicability of conventional theoretical frameworks in the current digital society and the role of apology marketing in a broader context. By drawing parallels between the literature and our empirical findings, gathered through semi-structured interviews, discrepancies are identified advocating for the obsolescence of existing theories on crisis communication in today’s context. Our study finds that the belief-driven consumers’ expectations and current efforts by organisations are yet to be aligned. Organisations are expected to lead by example and take a stance on social issues, as such, engaging in apology marketing is more than restoring consumer trust and brand image. Overall, the empirical findings point to the fact that apology marketing is at an end for the aware and critical consumers in terms of its theory and the current corporate practice. This study encourages future research to explore the role of culture on the perception of apology marketing. (Less)
Please use this url to cite or link to this publication:
author
Cederberg, Felicia LU and Johansson, Sophie LU
supervisor
organization
alternative title
Students' perception of crisis apology marketing as a response to racism scandals
course
IBUH19 20211
year
type
M2 - Bachelor Degree
subject
keywords
crisis communication, apology marketing, belief-driven consumer, transgression, social media
language
English
id
9051421
date added to LUP
2021-06-24 14:51:05
date last changed
2021-06-24 14:51:05
@misc{9051421,
  abstract     = {{This study investigates how Swedish students perceive apology marketing when used in response to racism scandals through a qualitative multi-case study design. An imbalance is recognised between the conventional theoretical frameworks, the emergence of social media, and the increased awareness among consumers. Subsequently, this thesis explores the applicability of conventional theoretical frameworks in the current digital society and the role of apology marketing in a broader context. By drawing parallels between the literature and our empirical findings, gathered through semi-structured interviews, discrepancies are identified advocating for the obsolescence of existing theories on crisis communication in today’s context. Our study finds that the belief-driven consumers’ expectations and current efforts by organisations are yet to be aligned. Organisations are expected to lead by example and take a stance on social issues, as such, engaging in apology marketing is more than restoring consumer trust and brand image. Overall, the empirical findings point to the fact that apology marketing is at an end for the aware and critical consumers in terms of its theory and the current corporate practice. This study encourages future research to explore the role of culture on the perception of apology marketing.}},
  author       = {{Cederberg, Felicia and Johansson, Sophie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Is Crisis Communication Facing an Uphill Battle with Today's Consumers?}},
  year         = {{2021}},
}