Crisis communication

Attribution

Neuroscience

Social psychology

Public relations

China

Crisis response

Business

Psychology

Social media

Political science

Crisis management

Organizational culture

Blame

Multinational corporation

Perception

Public Relations Review

This study analyzed how social media presents both challenges and opportunities to multinational companies (MNCs) in crisis situations. Employing a case study approach, the present study examined how McDonald’s and KFC used social media to manage their 2012 crises in China. Important findings of the study include: 1) crisis response strategies should be based on cultural insiders’ assessment of attribution of blame; 2) perception and use of specific response strategies (e.g., apology) have cross cultural variations; and 3) the role of influential social media users needs to be contextualized by culture.

Social media and culture in crisis communication: McDonald’s and KFC crises management in China