Antecedents and management strategies of social media crisis effects in the digital age

Purpose This study explores the dynamics of social media crises and the efficacy of management strategies in mitigating their adverse effects on brand image. Design/methodology/approach Using the partial least squares structural equation modeling (PLS-SEM) approach, this research develops a comprehensive model comprising four key constructs: social media crisis, social media crisis management, a brand’s social media presence and social media crisis effects. The model aims to unravel the interconnectedness of these elements and their collective impact on a brand’s image during a crisis. A survey conducted among 205 respondents, primarily those aged 18–24 years, revealed insights into the perceptions and reactions of social media users to brand-related crises and management efforts. Findings The study finds the negligible difference in crisis perception across genders and the amount of time spent on social media, except for a notable variation in the “social media crisis” relation to “social media crisis effects” among users spending 1–3 h daily on these platforms. Originality/value Our research results demonstrate the importance of rapid, honest and empathetic crisis management to preserve or restore brand image. The study also highlights the role of social media as both a catalyst for crises and a crucial channel for crisis communication and management. These findings suggest that well-conceived crisis management strategies can significantly mitigate the potential damage caused by social media crises.