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 rev.....

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