Beyond Apologies: Analyzing Image Repair Strategies in Celebrity Crisis Management on Instagram

Absztrakt (kivonat)

An apology is a communicative act expressing regret or acknowledgment of wrongdoing that aims at seeking forgiveness. With the advent of social media, brands and public figures involved in crises can communicate directly with their audiences, but these online spaces also offer scope for the public to respond. In this context, this research aims are twofold. Firstly, to identify recurrent themes that contribute to the maintenance of a positive public image of celebrities through a content analysis of their public statements posted on Instagram. Secondly, to assess the effect that the crisis management practice had on the audience through the evaluation of comments under the posts. The sampling consists of 15 statements issued by A- and B-list celebrities on their Instagram profiles in response to the crisis, either as a text or a video, along with the top 30 comments left by the users in each publication (N=450). The content analysis identifies which image-repairing strategies are the most prevalent when offering a formal regret, followed by a sentiment analysis of the public's response. The findings reveal that mortification is the most employed strategy by celebrities and the typology to receive the most support from the audience. Meanwhile, denial evokes the most negative response. Moreover, their reputation prior to the crisis, sincerity, and transparency can result in higher public encouragement. The study's findings determine the impact of various image repair strategies on public response, serving as a basis for further exploration into brand management, crisis communication, and broader societal implications.