Abstract

NAVARRETE VILLARREAL, Jaime Andre; CORDERO GUZMAN, Diego Marcelo; VASQUEZ ERAZO, Edwin Joselito  and  RIERA COSTALES, José Alberto. Brand crisis management in social networks. Universidad y Sociedad [online]. 2024, vol.16, suppl.2, pp. 119-130.  Epub Dec 20, 2024. ISSN 2218-3620.

Brand crisis management in social networks is fundamental nowadays, where rapid communication can affect public perception. This study aims to analyze how social media crisis management strategies impact brand reputation in Quito's tourism sector. A mixed methodology was used, combining qualitative and quantitative approaches, with consumer surveys and interviews with two professionals in the sector. The results indicate a positive correlation between effective crisis management and brand reputation; companies that prioritize their reputation implement better strategies. The majority of respondents consider brand responses to be effective, although a significant percentage remain neutral. The findings emphasize that transparency and speed of communication are crucial to maintaining consumer trust and that, if handled properly, crises can reinforce customer loyalty.

Keywords : Consumers; Services; Tourism; Management; Communication strategies.

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