Crisis communication on Instagram: celebrity apologies and the role of image repair strategies in shaping public perception

Visual social media platforms, such as Instagram, have impacted the way public figures communicate with their audiences and manage their reputation, allowing for a two-way flow of information that provides nearly simultaneous feedback from the public. In this context, our study aims to investigate the effectiveness of crisis communication strategies employed by celebrities on Instagram and how they shape public perception. Utilizing Benoit’s Image Repair Theory, the research employs netnography and qualitative content analysis to examine 15 crisis statements issued by A- and B-list celebrities between 2020 and 2023, each paired with the top 30 user comments (N = 450) under their posts. The results indicate that famous figures most commonly use mortification, or expressing remorse, and this strategy receives the most positive audience feedback on the platform. Conversely, audiences react negatively to denial, demonstrating the risks when celebrities evade responsibility in such situations. Finally, the study shows the importance of celebrities’ sincerity, transparency, and pre-crisis reputation in influencing public sentiment on social media during a crisis.