The Labeling Of Brand Negative News On Internet

In new media era,the phenomenon of negative news labeling has become more and more prominent,which has a significant impact on enterprises.Based on the content analysis method,this research analyzed the percentages of the labeled brand negative news.Then,based on the results of the first study,applied survival analysis,the survival distribution of the labeled brand negative events and its influence factors were discussed.The study found:First,negative brand label events were in a small proportion(4%),but had big influence-larger in amount and longer in time.Second,for 288 label events in this study,there were seven ways of naming them,mainly "events","case" and "door",accounting for 81%of overall.The number of events naming "storm" was the least,only five,accounted for only 2%.But it had the biggest impact-the largest coverage and the longest spread time.Third,25%of the negative label events lasted no more than 4 days;50 percent of the negative tag events ended in 19 days;25%of the negative labeled events lasted for 93 days or more.Fourth,corporate responsibility attribution,enterprise's active response,and government intervention have some significant impact on the survival distribution of negative labeled brand events,and the influence degree reduced.Managerial implications for the study's findings are discussed,and future research directions are presented.