Public opinion control, crisis public relations, network marketing, crisis management
Abstract
In today’s digital age, the network has become the central platform for information dissemination, making enterprises constantly visible to the public. The power of online public opinion can quickly propel companies into the spotlight, significantly affecting their profits and growth. Consumers increasingly rely on the Internet for information, often consulting online reviews before making purchasing decisions, which ties corporate image and reputation directly to consumer behavior. With the rise of social media, information dissemination has become multi-directional, enabling any minor event to trigger widespread online discussions. Once public opinion hotspots emerge, they are challenging for companies to control and may escalate in positive or negative directions. Cases like the East Buy Copywriting attribution dispute highlight the significant impact of online public opinion on corporate profits. The study explores how companies manage crises and leverage opportunities within online public opinion, analyzing both domestic and international cases such as Missa Ice City, East Buy, and Nike. It concludes that companies should use fact-based guidance, public opinion management, and other strategies to enhance brand influence and seize opportunities amidst crises.
