The Effect Of Cuteness Communication On Consumers' Willingness To Forgive

As the social media provides users with great freedom of expression,the extensive anonymity of social media after brand crisis easily leads to further fermentation of audience discussion and public opinion.In public relations events,when facing their own loopholes and deficiencies,the brand using flexible public relations strategy will achieve better results than using hard PR strategy in many cases,which shows that brand's communicative skills on social media are of great significance.Whether crisis response can be successful,consumers' willingness to forgive is one of the important indicators.It affects consumers' trust about the involved brands and the willingness to re-consume and their word-of-mouth evaluation.In the process of crisis management,brands can no longer perfectly cope with the rapidly changing direction of public opinion on social media with the previous serious and formal communicative techniques.For different brand crises,brands need to find the most appropriate response method to achieve the best public relations effect.Therefore,this paper takes the brand crisis in social media as the background to explore whether and how cute communicative methods adopted by brands in the process of crisis public relations will affect consumers' willingness to forgive.When brand crisis happens,the essence of brand crisis public relations is to have a dialogue with consumers.In real life,some enterprises' crisis public relations' language styles are lively and lovely while some are cautious and have different styles.Will different ways of communication produce different communicative effects? thus influencing consumers' willingness to forgive in brand crisis events? This study discusses the effect of "cute communication" on crisis public relations in a specific crisis through four groups of experiments: 2 independent variables(communication style: cuteness ? uncuteness)*2mediating variables(status compensation ? tender care)regression analysis design,the establishment of consumer attitude related experime.This paper conducts an empirical study on the crisis pr effect of "cute communication".The results show that cuteness enhances consumers' willingness to forgive by stimulating consumers' Personality trait factors--"status acquisition" and psychological reaction--"tenderness".This study provides a new thinking direction for the communication mode of virtual brand spokespersons in the interpersonal interaction with consumers in social media,enriches the response mode of crisis public relation and provides a useful supplement to the research on the influencing factors of consumers' willingness to forgive.