The following Bachelor thesis is meant to analyze if and how cancel culture and shitstorms online, especially on social media, can affect companies and how affected companies can recover from the outcomes.
For avid social media users online shitstorms, especially on the platform Twitter, can frequently be witnessed. It was therefore a very interesting topic to look further into, to be able to understand what can trigger a shitstorm and what the consequences for companies could look like.
This thesis is also supposed to answer if or how a company can recover from a shitstorm, if they were affected by one. Furthermore it is meant to show what effective measurements could look like and if shitstorms could even be prevented in the first place and if yes, how they could be prevented. To achieve that, the first step will be to take a closer look at what makes social media so important to businesses. For that, an insight on the most important social media apps and websites will be given. After that, the dangers of social media to companies will be analyzed. The thesis will then continue by showing what makes shitstorms and cancel culture dangerous to a company. To achieve that, possible triggers of a shitstorm will be analyzed, as well as what phases a shitstorm has and what possible outcomes could look like.
Furthermore, a closer look will be taken at how consumers react to shitstorms by analyzing the results of a self made survey. The survey was made to understand, if and how consumers let shitstorms influence their buying decisions and if they would stop buying a certain product or brand if they were involved in a shitstorm. Following that, three companies, Nestlé, Amazon and Nike, which have already been at the center of a shitstorm, will be analyzed as case studies. To analyze the companies, a closer look will be taken at the reasons for these shitstorms, how each company was affected in terms of image and revenue and how they handled the situation. Furthermore, it will be explained if shitstorms could be prevented in the first place and how to successfully manage and recover from a shitstorm when affected by one. For this, a best practice example will be given in chapter 6.
Table of Contents
1 Introduction
1.1 Definition cancel culture
1.2 Definition shitstorm
1.3 Definition social media
1.4 Definition influencer
2 The importance of social media
2.1 Top social media platforms
2.2 What makes social media important?
2.3 Customer engagement and Reputation management
2.4 Customers as influencers
2.5 What makes social media dangerous to a company?
3 Cancel culture and shitstorms
3.1 Types and Characteristics of a shitstorm
3.2 Causes of a shitstorm
3.3 Phases and Duration of a shitstorm
3.4 What makes shitstorms dangerous?
3.5 Possible outcomes of a Shitstorm
3.6 Cancel culture - the toxic side of social media
4 Survey
4.1 Methodolgy
4.2 Participants
4.3 Results
4.4 Conclusion Survey Results
5 Case Studies
5.1 Nestlé
5.1.1 What caused the shitstorm?
5.1.2 What were the outcomes?
5.1.3 How did they react?
5.1.4 Conclusion Nestlé
5.2 Nike
5.2.1 What caused the shitstorm?
5.2.2 What were the outcomes?
5.2.3 How did they react?
5.2.4 Conclusion Nike
5.3 Amazon
5.3.1 What caused the shitstorm?
5.3.2 What were the outcomes?
5.3.3 How did they react?
5.3.4 Conclusion Amazon
5.4 Conclusion Case Studies
6 Crisis plan - When the shitstorm strikes
6.1 How to deal with a shitstorm
6.2 How to recover from a shitstorm
6.3 Best practice example: Burger King
6.4 Can shitstorms be avoided?
7 Conclusion
Research Objectives and Focus Areas
This bachelor thesis analyzes how cancel culture and online shitstorms affect companies, specifically examining whether such negative events lead to long-term financial damages or loss of brand attractiveness, and identifies effective crisis management strategies for recovery.
- The role of social media in modern corporate reputation management.
- The dynamics, triggers, and phases of online shitstorms.
- Consumer behavior regarding boycotting and "canceling" brands.
- Comparative case studies of major global corporations (Nestlé, Nike, Amazon).
- Best practice strategies for crisis communication and recovery.
Excerpt from the Book
2.3 Customer engagement and Reputation management
As a company operating in times of social media it is important to always plan and be prepared for the unexpected. Social media can often be very unpredictable, which is why a good crisis and reputation plan is a necessity. A company’s reputation can depend on many factors, such as how they do business and how they engage with customers. But it is also important how the company presents itself. For example, do they seem authentic and trustworthy? A crisis can always be an opportunity for a company to learn, grow and improve themselves, because if they do well during a crisis they can prove to their customers that they are honest and trustworthy. In times of social media, negative comments, criticism and shitstorms are almost inevitable. A company’s reaction is therefore the most important factor that determines if the backlash is going to hurt their image and reputation or not. Before posting anything on social media, whether it is a new ad, video or statement, a company should ask itself at least three important questions:
➤ How does this make us look?
➤ Can it be misunderstood or misleading?
➤ Could it be offensive or insulting to anyone?
Chapter Summaries
1 Introduction: Provides an overview of the thesis objectives, focusing on the analysis of how shitstorms and cancel culture affect company performance and recovery processes.
2 The importance of social media: Highlights the role of social media in business communications, including platform reach, reputation management, and customer engagement.
3 Cancel culture and shitstorms: Defines the characteristics, triggers, and lifecycle phases of shitstorms, and evaluates their potential risks to corporate reputation.
4 Survey: Presents the methodology and findings of an empirical survey conducted to understand consumer attitudes toward boycotting and their responses to online controversies.
5 Case Studies: Analyzes real-world shitstorms involving Nestlé, Nike, and Amazon, evaluating the triggers, consequences, and corporate responses in each case.
6 Crisis plan - When the shitstorm strikes: Outlines strategic approaches for crisis management, recovery, and prevention, featuring a best-practice example from Burger King.
7 Conclusion: Summarizes the key findings, reiterating that while shitstorms can damage reputation, the long-term impact on revenue varies depending on brand strength and crisis response.
Keywords
Social Media, Cancel Culture, Shitstorm, Reputation Management, Crisis Communication, Customer Engagement, Brand Loyalty, Boycott, Corporate Social Responsibility, Digital Marketing, Public Relations, Online Behavior, Consumer Sentiment, Crisis Recovery, Brand Image
Frequently Asked Questions
What is the fundamental focus of this thesis?
The work examines how online shitstorms and cancel culture impact corporate reputation, brand attractiveness, and sales, while exploring how businesses can effectively navigate and recover from these crises.
What are the central thematic areas covered?
Key themes include the rapid influence of social media on corporate perception, the psychological drivers of digital outrage, the effectiveness of specific crisis responses, and consumer boycotting behavior.
What is the primary research goal?
The main goal is to determine if and how companies can recover from negative social media attention and whether such incidents cause permanent damage to a company's market standing.
Which scientific methods were employed?
The author uses a qualitative and quantitative approach, combining an extensive literature review with an empirical survey of 126 participants and detailed case studies of major global brands.
What topics are addressed in the main part?
The main part covers the theoretical foundations of online criticism, the results of an original survey on user behavior, and an in-depth analysis of three corporate crisis cases (Nestlé, Nike, Amazon).
Which keywords characterize the work?
The most relevant keywords include Social Media, Cancel Culture, Shitstorm, Reputation Management, Crisis Communication, Brand Loyalty, and Consumer Sentiment.
How does the Nike case study differ from Nestlé's?
While Nestlé's shitstorms were rooted in long-standing ethical and environmental concerns causing lasting reputational issues, Nike’s controversy was event-specific and had a shorter-term financial impact, showing a quicker recovery.
What strategy did Burger King use to handle their crisis?
Burger King utilized a "concession" strategy by being transparent, involving a guest advisory board, and allowing public scrutiny to demonstrate their commitment to improvement.
Can shitstorms be completely avoided?
The author concludes that they cannot be 100% avoided, as public opinion is unpredictable, but companies can minimize risk through rigorous social media monitoring and prepared crisis communication playbooks.
- Citation du texte
- Kira Mertens (Auteur), 2020, The dangers of social media. How cancel culture and shitstorms can affect companies and how to recover from it, Munich, GRIN Verlag, https://www.grin.com/document/1223563
