Date of Award
Master of Arts (MA)
Program of Study
Communication - Corporate Communication
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.
Dolan, Melissa N., "Social Media Reactions to Apologies from Public Figures, Brands, and Companies and its Impact on Reputation" (2023). CUNY Academic Works.