The Importance of Crisis Communication for Corporate Brands: A Study of Burger King on the Twitter (X) Platform

Şeyda Nur Alper; Mustafa Halid Karaarslan

Makale detayları

The Importance of Crisis Communication for Corporate Brands: A Study of Burger King on the Twitter (X) Platform

Yazarlar:

Şeyda Nur Alper | Mustafa Halid Karaarslan

Yayıncı:

Karabuk University

Ana Başlıklar:

Pazarlama İletişimi

Dergi:

Ekonomi İşletme ve Yönetim Dergisi Vol.9 Issue 1, pp.17-56

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353625

pISSN:

2602-4195

Anahtar kelimeler:

Özet:

 Crisis communication is the process by which an organization communicates effectively and strategically with its target audiences in the face of an adverse event or situation. This type of communication is critically important for establishing goodwill between the public and the organization during a crisis, as well as for protecting the brand image. For companies, crisis communication is essential to ensure the sustainability of their reputation and to restore customer trust. The war that broke out between Israel and Gaza on October 7, 2023, presented a situation that tested Burger Kings crisis communication strategies. During this period, the brand engaged with users via the social media platform X, attempting to gauge public sentiment. A qualitative analysis method was employed in the study to examine Burger Kings communication strategies throughout the crisis. The findings revealed that Burger King did not adopt a responsible crisis management approach during this time. The brands perceived support for Israel was interpreted as confrontational and insensitive, leading to an increase in public calls for a boycott against the company.

 Crisis communication is the process by which an organization communicates effectively and strategically with its target audiences in the face of an adverse event or situation. This type of communication is critically important for establishing goodwill between the public and the organization during a crisis, as well as for protecting the brand image. For companies, crisis communication is essential to ensure the sustainability of their reputation and to restore customer trust. The war that broke out between Israel and Gaza on October 7, 2023, presented a situation that tested Burger Kings crisis communication strategies. During this period, the brand engaged with users via the social media platform X, attempting to gauge public sentiment. A qualitative analysis method was employed in the study to examine Burger Kings communication strategies throughout the crisis. The findings revealed that Burger King did not adopt a responsible crisis management approach during this time. The brands perceived support for Israel was interpreted as confrontational and insensitive, leading to an increase in public calls for a boycott against the company.

 Crisis communication is the process by which an organization communicates effectively and strategically with its target audiences in the face of an adverse event or situation. This type of communication is critically important for establishing goodwill between the public and the organization during a crisis, as well as for protecting the brand image. For companies, crisis communication is essential to ensure the sustainability of their reputation and to restore customer trust. The war that broke out between Israel and Gaza on October 7, 2023, presented a situation that tested Burger Kings crisis communication strategies. During this period, the brand engaged with users via the social media platform X, attempting to gauge public sentiment. A qualitative analysis method was employed in the study to examine Burger Kings communication strategies throughout the crisis. The findings revealed that Burger King did not adopt a responsible crisis management approach during this time. The brands perceived support for Israel was interpreted as confrontational and insensitive, leading to an increase in public calls for a boycott against the company.

 Kriz iletişimi, bir kuruluşun olumsuz bir olay veya durum karşısında hedef kitleleriyle etkili ve stratejik bir şekilde iletişim kurma sürecidir; bu iletişim, kriz anında kamuoyu ile işletme arasında iyi niyetin tesis edilmesi ve marka imajını korumak açısından kritik bir öneme sahiptir. Firmalar için kriz iletişimi, itibarın sürdürülebilirliğini sağlamak ve müşteri güvenini yeniden tesis etmek amacıyla gereklidir. 7 Ekim 2023 tarihinde İsrail ve Gazze arasında meydana gelen savaş, Burger Kingin kriz iletişimi stratejilerini test eden bir durum oluşturmuştur; bu süreçte marka, sosyal medya platformu X platformu üzerinden kullanıcılarla etkileşime girerek, kamuoyunun tutumlarını belirlemeye çalışmıştır. Araştırmada, Burger Kingin kriz sürecinde izlediği iletişim stratejilerini incelemek için nitel analiz yöntemi kullanılmıştır. Sonuç olarak, Burger Kingin bu süreçte sorumluluk alan bir kriz yönetimi yaklaşımı sergilemediği tespit edilmiştir. Markanın İsraile destek veren tutumu, çatışmacı ve hassasiyetsiz bir söylem olarak algılanmış ve bu durum, kamuoyunda markaya karşı boykot çağrılarının artmasına neden olmuştur.

Makale detayları

The Importance of Crisis Communication for Corporate Brands: A Study of Burger King on the Twitter (X) Platform

Yazarlar:

Şeyda Nur Alper | Mustafa Halid Karaarslan

Yayıncı:

Karabuk University

Ana Başlıklar:

Pazarlama İletişimi

Dergi:

Ekonomi İşletme ve Yönetim Dergisi Vol.9 Issue 1, pp.17-56

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353625

pISSN:

2602-4195

Crisis Communication

Crisis Management

Social Media

Twitter

Burger KingKriz İletişimi

Kriz Yönetimi

Sosyal Medya

Twitter (X)

Burger King

Sayı

Makale detayları

Yazarlar: Şeyda Nur Alper | Mustafa Halid Karaarslan

Yayıncı: Karabuk University

Ana Başlıklar: Pazarlama İletişimi

Dergi: Ekonomi İşletme ve Yönetim Dergisi Vol.9 Issue 1, pp.17-56

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001353625

pISSN: 2602-4195

Sayı

Yazarlar:

Şeyda Nur Alper | Mustafa Halid Karaarslan

Yayıncı:

Karabuk University

Ana Başlıklar:

Pazarlama İletişimi

Dergi:

Ekonomi İşletme ve Yönetim Dergisi Vol.9 Issue 1, pp.17-56

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001353625

pISSN:

2602-4195