Full Length ArticleSocial media and culture in crisis communication: McDonald’s and KFC crises management in China
Section snippets
Social media use in crisis communication
Social media have transformed how crisis information is generated and shared. In the digital age, crisis news are no longer monopolized by dominating mass media outlets; instead they can spread among social networks and reach large audiences almost instantaneously (Stephens & Malone, 2009). In many cases, local eyewitnesses use social media to provide first-hand information in the immediate aftermath of a crisis (Bruns, 2014). Public participation on social media platforms has become the new
Cultural context in crisis communication in China
Culture influences the way stakeholders perceive and respond to a crisis (Falkheimer and Heide, 2006, Lee, 2004). For MNCs an additional challenge is to address the crisis in a way that is culturally sensitive and appropriate to the stakeholders in the local market.
One of the most examined cultural dimensions is individualism/collectivism, which refers to the degree to which individuals are integrated into groups (Hofstede, 1984). China is a collectivistic society that stresses harmony and
Background information
McDonald’s and KFC are two prominent MNCs that gained early entry into the Chinese market. KFC has held an operational edge over McDonald’s in China. KFC opened its first outlet in Beijing in November 1987, whereas McDonald’s opened its first outlet three years later in October 1990. In 2012, KFC had approximately about 4000 stores in China compared with McDonald’s less than 1500 stores. According to a survey conducted between 2011 and 2013 on 60,000 consumers in China, KFC was ranked the most
Analysis and discussion
Both McDonald’s and KFC are multinational fast-food chains with a major presence in China. Both organizations engaged in unethical practices that were exposed by mainstream media in 2012. However, they weathered the crises differently: Whereas McDonald’s emerged stronger after the crisis, KFC needed over a year to recover. Analysts have attributed the success of McDonald’s crisis management to its effective use of social media, noting especially its impressive response speed (e.g., Bjorksten,
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