Visual Analysis of the “Zhai & Chagee” Incident

Xiaoyu Shi (), Changhua He (), Kai Guo, LongYuan, Qifeng Liu and Bingtong Wang
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Xiaoyu Shi: Guangdong Technology College, Faculty of Arts and Design
Changhua He: Yunnan College of Business Management, School of Arts and Media
Kai Guo: Guangdong Technology College, Faculty of Arts and Design
LongYuan: Guangdong Technology College, Faculty of Arts and Design
Qifeng Liu: Yunnan College of Business Management, School of Arts and Media
Bingtong Wang: Yunnan College of Business Management, School of Arts and Media

A chapter in Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024), 2024, pp 555-565 from Springer

Abstract: Abstract In the information age where the right to speak is decentralized, the number of channels for the public to openly express opinions and participate in topic discussions continues to increase. The exchange and dissemination of online public opinion on the incidents will undoubtedly increase the popularity of the incident and bring greater pressure and challenges to corporate crisis public relations. This article takes the “Zhai & Chagee” as an example to discuss the three stages of online public opinion dissemination of the incident. First, Octopus was used to capture data on Weibo, and SPSSUA is used for text cluster analysis and text sentiment analysis. The study found that incident public opinion has the characteristics of high public attention, large amount of discussion, large proportion of negative public opinion, and high influence of some opinion leaders. Based on the above characteristics, countermeasures and suggestions for corporate crisis public relations are put forward, with a view to helping enterprises deal with crisis public opinion communication and Provide references to eliminate negative impacts.

Keywords: Online public opinion; Crisis public relations; Visual analysis (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-598-0_59

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