Social Media Reactions to Apologies from Public Figures, Brands, and Companies and its Impact on Reputation

Author

Melissa N. Dolan, CUNY Bernard M Baruch CollegeFollow

Date of Award

Spring 6-1-2023

Document Type

Thesis

Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Minna Logemann

Second Advisor

Stuart Davis

Abstract

Apologies issued by public figures, brands, and companies after a scandal or public perception of wrongdoing are common occurrences that have a significant impact on a brand's overall reputation. The impact on reputation hinges on how apologies are dissected and criticized by audiences on social media, which in turn influences public opinion and perception of the brand, company, or public figure. Furthermore, social media has exacerbated condemnation or support for public apologies, because it provides a platform for public discourse on the matter. Apologies are powerful tools that can be effective if implemented well or can be detrimental to a company, brand, or public figure that is experiencing a crisis. This research study focuses on past public apologies, the social media reactions to them, how these reactions differ based on the discursive strategy utilized in the apology, and what lessons can be learned.

Recommended Citation

Dolan, Melissa N., "Social Media Reactions to Apologies from Public Figures, Brands, and Companies and its Impact on Reputation" (2023). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/169