Emotions, Rumors, and Trust: A Study of Brand Crisis Responses Online
DOI:
https://doi.org/10.54097/c3q60580Keywords:
Crisis communication; cross-platform media communication; emotional contagion; trust repair; brand management.Abstract
In an era of social media penetration, brand crises are no longer limited to information clarification; they often stem from the spread of emotions and the weakening of trust. This paper, focusing on the incident of Costa Coffee, explores how brands can guide emotions and rebuild trust through response strategies during crises driven by online rumors. Combining a literature review with case analysis, the study constructs a three-stage theoretical model: “emotional contagion—brand response—trust repair.” The study found that delayed responses or a lack of emotional resonance deepen public distrust. At the same time, proactive apologies or emotional resonance responses are more conducive to crisis containment and image restoration. This study emphasizes the need to consider both platform differences and emotional rhythms in brand crisis response, broadening the application of emotional contagion theory in brand communication and providing theoretical support and practical guidance for companies to build dynamic, cross-platform response mechanisms.
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