UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| This study aimed to explore how public opinion crisis response influences brand communication effectiveness and brand equity. Using Alibaba as a case study, it examined the different brand communication effects resulting from various crisis response approaches among Chinese e-commerce enterprises in the social media communication environment. It identified which public opinion crisis response methods were more conducive to enhancing brand equity. By integrating the theory on managing brand equity, brand touchpoint communication theory, and situational crisis communication theory, the conceptual framework was constructed, and a hypothesis has been formulated. This study employed a cross-sectional quantitative research design. The researcher conducted an online survey using quota sampling, obtaining data from 495 Chinese online consumers aged 20-59. Basic data analysis was performed using SPSS 27, and structural equation modelling analysis was conducted using Smart PLS 4. The results revealed that public opinion crisis response positively influenced brand identity (_ = 0.431, t = 10.484, p = 0.000) and behavioural intentions (_ = 0.451, t = 11.594, p = 0.000). Brand equity was positively impacted by brand identity (_ = 0.521, t = 10.444, p = 0.000) and behavioural intentions (_ = 0.342, t = 7.027, p = 0.000). Public opinion crisis response positively influenced brand equity (_ = 0.118, t = 4.128, p = 0.174). Additionally, brand identity served as a mediator between public opinion crisis response and brand equity (_ = 0.224, t = 7.976, p = 0.000 VAF = 0.4507), while behavioural intentions mediated the relationship between crisis response and brand equity (_ = 0.154, t = 5.934, p = 0.000 VAF = 0.3099). This study utilised a mediation-based relationship model to provide a holistic understanding of public opinion crisis response and brand equity. Focusing on the practices of Chinese e-commerce enterprises in the social media era, it offered guidelines to help these enterprises effectively address public opinion crises, thereby enhancing brand communication effectiveness and brand equity. |
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