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The Importance of a Brand's Crisis Communication: Sentiment Analysis of Tweets on Balenciaga
Malmö University, Faculty of Culture and Society (KS), School of Arts and Communication (K3).
2023 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The present thesis addresses the crisis communication of a company facing a brand crisis. The work aims to contribute to a better understanding of how international luxury companies can manage a values-related image crisis. By conducting a Twitter audience analysis, I identify the most effective crisis communication strategies from ImageRestoration Theory, thus demonstrating the link between media and communication and business management studies. The research is based on the crisis communication of the luxury fashion brand Balenciaga, which in November 2022 faced an image crisis triggered by the release of controversial advertising campaigns. Through a qualitative analysis of the statements comprising the company's crisis communication on social media, I attribute each message to Image Restoration Theory strategies. Subsequently, I analyse the Twitter audience by detecting their sentiments towards Balenciaga after the publication of each crisis communication. The findings are evaluated based on the ratio of negative Tweets in given periods. The study shows that the highest effectiveness among the strategies detected in Balenciaga's crisis communication had the corrective action. The least effective was the combination of mortification (expression of sympathy) with corrective action and/or mortification (admission of guilt) with denial(shifting the blame). Overall, I observed the increasing efficacy of crisis communicationover time. Furthermore, the study results demonstrated a very low proportion of positivesentiments, which may indicate that the values-related crisis associated with child abuseis highly challenging to manage. 

Place, publisher, year, edition, pages
2023.
Keywords [en]
: Balenciaga, Crisis Communication, Image Restoration, Sentiment Analysis, Twitter
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:mau:diva-62885OAI: oai:DiVA.org:mau-62885DiVA, id: diva2:1801326
Educational program
KS K3 Media and Communication Studies (master)
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Available from: 2023-10-09 Created: 2023-09-29 Last updated: 2024-01-31Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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