The Case of Patiswiss As A Social Media Crisis in the Context of Crisis Communication Theories

Ömer Faruk Özgür

Makale detayları

The Case of Patiswiss As A Social Media Crisis in the Context of Crisis Communication Theories

Yazarlar:

Ömer Faruk Özgür

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Sosyal Medya Çalışmaları | Yeni Medya

Dergi:

Intermedia International E-journal Vol.12 Issue 22, pp.135-168

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001345315

pISSN:

2149-3669

Anahtar kelimeler:

Özet:

 Crises are undesirable situations that every business is likely to face at different times. According to the communication literature, crises are manageable situations. Crisis communication approaches offer a rich literature on how crises should be managed. In this study, the fact that Patiswiss, an Ankara-based chocolate brand, grew into a major crisis in a short time after a consumer complaint, with the CEOs response to the consumer on a social media platform, was analyzed in the context of some crisis communication approaches in the public relations literature. In the study, data were obtained by content analysis technique from qualitative methods. For the analysis, the posts made by the brand on its official social media platforms Facebook, X formerly Twitter and Instagram between April 20, 2024 and August 1, 2024 regarding the crisis process were analyzed through qualitative content analysis. NVivo program was used for the analysis of qualitative data. As a result, it was seen that especially the CEO of the brand made serious communication mistakes during the crisis management process of the brand and that there were aspects where the brand was faulty and incomplete in the crisis communication process. In the study, it is claimed that brands calm, planned and appropriate behavior in accordance with the principles of crisis communication in the crisis communication process will lead to positive results in crisis management.

 Crises are undesirable situations that every business is likely to face at different times. According to the communication literature, crises are manageable situations. Crisis communication approaches offer a rich literature on how crises should be managed. In this study, the fact that Patiswiss, an Ankara-based chocolate brand, grew into a major crisis in a short time after a consumer complaint, with the CEOs response to the consumer on a social media platform, was analyzed in the context of some crisis communication approaches in the public relations literature. In the study, data were obtained by content analysis technique from qualitative methods. For the analysis, the posts made by the brand on its official social media platforms Facebook, X formerly Twitter and Instagram between April 20, 2024 and August 1, 2024 regarding the crisis process were analyzed through qualitative content analysis. NVivo program was used for the analysis of qualitative data. As a result, it was seen that especially the CEO of the brand made serious communication mistakes during the crisis management process of the brand and that there were aspects where the brand was faulty and incomplete in the crisis communication process. In the study, it is claimed that brands calm, planned and appropriate behavior in accordance with the principles of crisis communication in the crisis communication process will lead to positive results in crisis management.

 Crises are undesirable situations that every business is likely to face at different times. According to the communication literature, crises are manageable situations. Crisis communication approaches offer a rich literature on how crises should be managed. In this study, the fact that Patiswiss, an Ankara-based chocolate brand, grew into a major crisis in a short time after a consumer complaint, with the CEOs response to the consumer on a social media platform, was analyzed in the context of some crisis communication approaches in the public relations literature. In the study, data were obtained by content analysis technique from qualitative methods. For the analysis, the posts made by the brand on its official social media platforms Facebook, X formerly Twitter and Instagram between April 20, 2024 and August 1, 2024 regarding the crisis process were analyzed through qualitative content analysis. NVivo program was used for the analysis of qualitative data. As a result, it was seen that especially the CEO of the brand made serious communication mistakes during the crisis management process of the brand and that there were aspects where the brand was faulty and incomplete in the crisis communication process. In the study, it is claimed that brands calm, planned and appropriate behavior in accordance with the principles of crisis communication in the crisis communication process will lead to positive results in crisis management.

 Krizler her işletmenin farklı zamanda karşılaşması muhtemel istenmeyen durumlardır. İletişim literatürüne göre krizler yönetilebilir durumlardır. Krizlerin nasıl yönetilmesi gerektiği konusunda kriz iletişimi yaklaşımları zengin bir literatür sunmaktadır. Bu çalışmada Patiswiss adlı Ankara merkezli çikolata markasının bir tüketici şikâyeti sonrası, kurumun CEOsunun bir sosyal medya platformunda tüketiciye verdiği cevapla büyüyerek kısa sürede büyük bir kriz haline gelmesi, halkla ilişkiler literatüründeki bazı kriz iletişim yaklaşımları bağlamında analiz edilmiştir. Çalışmada nitel yöntemlerden içerik analizi tekniği ile veriler elde edilmiştir. Analiz için markanın resmi sosyal medya platformları olan Facebook, X eski adı Twitter ve Instagramda 20 Nisan 2024 tarihi ile 1 Ağustos 2024 tarihleri arasında kriz süreci ile alakalı yaptığı paylaşımlar nitel içerik analizi ile incelenmiştir. Nitel verilerin analizi için NVivo programından istifade edilmiştir. Sonuç olarak markanın kriz yönetimi sürecinde özellikle CEOsunun ciddi iletişim hataları yaptığı ve markanın da kriz iletişim sürecinde hatalı ve eksik kaldığı yönler olduğu görülmüştür. Çalışmada markaların kriz iletişim sürecinde sakin, planlı ve kriz iletişimi ilkelerine uygun davranmasının kriz yönetiminde olumlu sonuçlar doğuracağı iddia edilmektedir.

Makale detayları

The Case of Patiswiss As A Social Media Crisis in the Context of Crisis Communication Theories

Yazarlar:

Ömer Faruk Özgür

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Sosyal Medya Çalışmaları | Yeni Medya

Dergi:

Intermedia International E-journal Vol.12 Issue 22, pp.135-168

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001345315

pISSN:

2149-3669

Patiswiss

Crisis

CEO

Crisis Communication

Social MediaPatiswiss

Kriz

CEO

Sosyal Medya

Kriz İletişimi

Sayı

Makale detayları

Yazarlar: Ömer Faruk Özgür

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Sosyal Medya Çalışmaları | Yeni Medya

Dergi: Intermedia International E-journal Vol.12 Issue 22, pp.135-168

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001345315

pISSN: 2149-3669

Sayı

Yazarlar:

Ömer Faruk Özgür

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Sosyal Medya Çalışmaları | Yeni Medya

Dergi:

Intermedia International E-journal Vol.12 Issue 22, pp.135-168

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001345315

pISSN:

2149-3669