A Study On The Guidance Of Micro-blog Public Opinion In The Event Of Brand Crisis

The participation capacity of micro-blogging public opinion field to brand communication is becoming stronger and stronger,the role of micro-blogging platform in the process of brand public opinion dissemination is self-evident,therefore,in the period of rapid development and stabilization of micro-blog,research on the new changes and new problems caused by the dissemination of public opinion in the brand crisis,has undoubtedly become an important proposition of brand public relations.Studying the micro-blogging public opinion in the event of brand crisis will help enterprises to understand the situation of public opinion in a timely manner and guide it,and take immediate action to deal with brand crisis events,better serve consumers and maintain corporate image.Taking the "Benz oil spill" incident as an example,this paper analyzes the characteristics and problems of the dissemination of micro-blogging public opinion under the event of brand crisis by using case analysis method,content analysis method,mathematical statistics and other methods."Benz oil spill" incident is one of the hot events in 2019,because of the event's micro-blogging public opinion development time node clear,public opinion concern groups diversity,strong public opinion dispersion,can more comprehensively observe the micro-blogging platform in the brand crisis event in the dissemination of public opinion law and influencing factors.Therefore,this paper selects this event as the research frame,studies the characteristics and problems of micro-blogging public opinion in the brand crisis event,and has strong operability and feasibility.By using the micro-blog issued during the specific time period of the event as a research sample,this paper makes a concrete study of the communication elements and relevant influencing factors related to the dissemination of public opinion in the brand crisis event,and finds that in the brand crisis event,the netizens who are the main body of public opinion are more demanding of the protection of their rights and interests than the brand problem products themselves,the polarization of public opinion groups is obvious,expressing dissatisfaction with the attitude of the brands involved,and the trend of dispersal association in the later period of public opinion development.The effect of publicopinion dissemination is influenced by the different identity characteristics of weibo users and so on.According to the results of the study,this paper finally summarizes a series of targeted,reasonable and effective public opinion guidance measures for the brand side,so as to maintain the brand image and solve the crisis incident to provide reference.