Year: 2025
Type: article
Abstract: In the digital age, consumer complaints have become significant indicators of operational vulnerabilities, with social media amplifying their impact. Mishandling such complaints has the potential to escalate minor issues into full-scale organizational crises, damaging brand reputation and eroding consumer trust. This study employs a case study approach to examine the Patiswiss Chocolate crisis, where a single consumer complaint led to widespread backlash, executive resignation, and boycotts. The crisis is analyzed through three key frameworks of analysis: communication, marketing, and ethics, offering a comprehensive understanding of its evolution. The findings reveal that defensive or dismissive responses exacerbate reputational damage, triggering the Streisand effect, where attempts to suppress criticism amplify its spread. Ethical concerns, including misleading corporate claims and governance issues, intensified consumer backlash. From a marketing perspective, brand trust declined as consumer activism influenced purchasing behavior and retailer decisions. This study emphasizes that organizations must adopt strategic, ethical, and consumer-centric approaches to crisis management to maintain long-term brand resilience.
Source: Journalism and Media
Authors: Burçe Akcan, Mustafa Merdin
Institution: Başkent University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,207
OpenAlex ID: W4410375497