EXPLORING THE IMPACT OF SOCIAL MEDIA CRISIS MANAGEMENT ON CUSTOMER TRUST AND CORPORATE REPUTATION: THE CASE OF STARBUCKS TURKIYE

Purpose- This study examines the impact of social media crisis management on corporate reputation, customer trust, and communication quality, focusing specifically on Starbucks Türkiye's responses to crises. The study aims to differentiate between proactive and reactive crisis management strategies and assess their effects on consumer perceptions during crises like the February 6 earthquake and the ongoing Palestine war. Methodology- The research utilizes a sample of 348 participants who engaged in boycotting Starbucks Türkiye due to its crisis responses. Data collection was conducted via online surveys, with participants selected based on prior Starbucks consumption and boycott involvement. Data analysis employed SPSS 25 and SmartPLS 4 to evaluate the impact of proactive and reactive crisis management on customer trust, corporate reputation, and communication quality. Findings- The findings indicate that proactive crisis management strategies, characterized by transparency, empathy, and prompt responses, positively impact corporate reputation and sustain customer trust. Conversely, reactive crisis management—often marked by delays and inconsistent messages—negatively affects trust and communication quality. Additionally, the study underscores that effective communication quality, especially during crises, significantly strengthens customer trust, fostering loyalty and enhancing long-term relationships, although it has a limited direct impact on corporate reputation. Conclusion- The study concludes that proactive crisis management is essential for companies facing public scrutiny, particularly on social media. Starbucks Türkiye’s experience highlights the critical role of transparent, empathetic, and timely communication in managing reputational risks and maintaining customer trust. Organizations are encouraged to prioritize proactive crisis strategies that include clear, consistent messaging and active engagement with stakeholders to mitigate negative perceptions. Reactive approaches, while sometimes necessary, should focus on quick, authentic responses to minimize potential damage. The study suggests further research to explore additional factors that may mediate the link between communication quality and corporate reputation, especially in high-stakes digital environments. Keywords: Social media crisis management, proactive social media crisis management, reactive social media crisis management, customer trust, corporate reputation JEL Codes: M10, M30, M31