Abstract:
With rapid technological advancements in the world today, social media has become one of the greatest tools for the present generation. Consumers have the ability, capacity and strength to project their voice and opinions in the public sphere, which subsequently reaches masses overcoming geographical boundaries. This case study is formulated keeping in context the level of effectiveness of Nestlé following consumer complaints regarding the substandard quality checks of its juice brand on Facebook and Twitter. The focus of this study remains on the reputation repairing strategies that Fruita Vitals employed in the crisis situation on digital media. These strategies are addressed in light of the Attribution theory and the Situational Crisis Communication theory. The study further identifies and discusses the limitations at the organizational level, strategies implemented and the gaps in the communication protocols within Nestlé. It subsequently proposes effective solutions to rectify these concerns. The study concludes by revisiting the research questions while acknowledging the limitations of this research.
