THE PRICE OF FAME THRONE: Crisis communication management in 4.0 era

Duong Thuc Uyen and Ta Cam Tu (2025) THE PRICE OF FAME THRONE: Crisis communication management in 4.0 era. ['eprint_fieldopt_faculty_mük' not defined]. (Kéziratban)

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Absztrakt (kivonat)

THE PRICE OF FAME THRONE: Crisis Communication for Social Media Influencers in the 4.0 Era This research investigates how the social media influencers manage scandals that contradict their emotionally built personal brands and their potential for recovery. Our questionnaires are (1) What is the perceived formula for building a successful personal brand in the age of social media influencers? (2) How did influencers solve image-contradicting scandals and their recovery potential? (3) What lessons users, influencers, and specialists can learn for effective crisis communication. A mixed-methods approach was used for comprehensive analysis during the research. Firstly, a quantitative survey was used as a quantitative method which was distributed internationally and in Vietnam for three weeks with 104 respondents. It gathered public perceptions on personal branding, virality, and ethics, and identified participants for qualitative research. Secondly, qualitative research was done through a semi-structured interview for two hours with two interviewers: a former METUB Media agent and a Pepsi Vietnam brand manager, those who provided industry insights on trust and reputation management. The findings reveal that the success of social media influencers is built on a dual basis of professional competence and authenticity, with emotional narratives serving as a powerful, yet risky, engine for virality. The study also demonstrated that defensive strategies like denial are perceived as highly ineffective, while the most logical and efficient approach is a good and timely combination of a full apology and corrective action. Furthermore, the research identifies that recovery possibility is heavily contingent on the influencer's brand architecture; influencers with content-based brands have a higher recovery potential than those whose brands are built on a foundational personal story, where a scandal is perceived as an irreparable betrayal.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	TDK dolgozat
Kulcsszavak:	Access, advanced data object, angol nyelv, communication, communication policy
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 16. 07:37
Utolsó módosítás:	2026. Ápr. 16. 07:37

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