Evolution of corporate reputation during an evolving controversy

• Main Authors: CHUNG, Siyoung, CHONG, Mark, CHUA, Jie Sheng, NA, Ji Cheon
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Social media; Crisis communication; Strategic communication; Reputation management; Business and Corporate Communications; Social Media
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6494; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7493/viewcontent/Evolution_of_corporate___PV.pdf
• Institution: Singapore Management University

Purpose: The purpose of this paper is to investigate the evolution of online sentiments toward a company (i.e. Chipotle) during a crisis, and the effects of corporate apology on those sentiments. Design/methodology/approach: Using a very large data set of tweets (i.e. over 2.6m) about Company A’s fo...