Public Apologies

Research Paper, 2023
Crisis Communication

Can we make saying sorry luxurious? 

In the digital era, where the power dynamics between brands and consumers have dramatically shifted, maintaining a brand’s image has become increasingly complex. Brands can no longer solely control their reputation – it is heavily influenced by the voices of consumers.

This study delves into the crisis communication strategies employed by luxury brands on social media. By examining various online firestorms, the research aims to uncover whether luxury brands adopt different approaches compared to mass-market brands when managing crises. The findings offer valuable insights into the mechanisms luxury brands use to sustain their credibility, manage negative publicity, and uphold their brand integrity in the face of digital controversies​​.

Writing & Art Direction / Elea Lackner