Authenticity Within Oatly’s Reaction to the Communication Crisis

Atika Rusy Kuncoro
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Abstract

In exploring how people make sense of Oatly’s crisis reaction and its authenticity, this study employed qualitative research analysis. Engaged to symbolic interaction theory, situational crisis communication theory and authenticity, data from interviews with Oatly consumers were investigated to collect pattern and meaning to further extract the key themes. Taken place in Oatly original base in Sweden, this research argues that the way consumer see authenticity in a brand’s action is based on their own preferred concept. Three themes regarding how consumer make sense of Oatly’s reaction to the crisis were concluded. Moreover, three themes emerged during analysis regarding to how consumer understand authenticity in a crisis response.
奥特利对传播危机反应中的真实性
在探讨人们如何理解奥特利的危机反应及其真实性时,本研究采用了定性研究分析。运用符号互动理论、情境危机沟通理论和真实性理论,对Oatly消费者的访谈数据进行调查,收集模式和意义,进一步提取关键主题。该研究在Oatly的瑞典原始基地进行,认为消费者看待品牌行为真实性的方式是基于他们自己偏好的概念。关于消费者如何理解奥特利对危机的反应,总结了三个主题。此外,在分析消费者如何理解危机应对中的真实性时,出现了三个主题。
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