The Role of Social Media in Crisis Management and Brand Recovery

Abstract

Social media serves as an essential instrument for crisis management and the restoration of brand reputation in the contemporary digital landscape. This research analyzes the impact of social media on crisis communication and brand recovery from the viewpoint of customers. The quantitative research approach used structured questionnaires to collect data from 170 individuals. Timely reactions, clear communication, and active social media participation enhance brand trust and aid customer recovery during and after crises. The research underscores the importance of platform choice and message tone in fostering brand trust. The research highlights the strategic significance of social media as a communication instrument, a platform for crisis management, and a method of customer reassurance.