CRISIS COMMUNICATION OF BRANDS ON DIGITAL PLATFORMS

Bojana Čavić; Ivica Matejić; Albina Kecman

doi:10.59864/Oditor82602BC

Authors

Bojana Čavić Belgrade Business and Arts Academy of Applied Studies in Belgrade, Serbia Author https://orcid.org/0009-0004-6945-6724
Ivica Matejić University of Business Studies, Banja Luka, Bosnia and Herzegovina Author https://orcid.org/0009-0002-8675-9810
Albina Kecman College of Business professional studies “Čačak”, Serbia Author https://orcid.org/0009-0001-3018-5400

DOI:

https://doi.org/10.59864/Oditor82602BC

Keywords:

digital platforms, brand reputation, crisis management, consumer perception, SCCT theory

Abstract

Digital platforms have transformed brand communication while increasing companies’ exposure to reputational risks. The paper analyzes crisis communication strategies used by brands to protect their reputation during and after crisis situations. A qualitative methodology based on case study analysis was applied to international brands, including Nike, Starbucks, and H&M. The analysis focused on communication through Twitter/X, Instagram, and Facebook, with particular attention to the speed, tone, transparency, and consistency of messages and public reactions. The theoretical framework includes the Situational Crisis Communication Theory (SCCT). The results indicate that timely, transparent, empathetic, and consistent communication can reduce the negative impact of crises and contribute to maintaining consumer trust and strengthening brand reputation.

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