Managing contingent relationships with customers: Examining MNCs’ social media crises in Mainland China

Abstract

This study seeks to tackle the challenges faced by multinational companies (MNCs) in managing their relationships with their customers, particularly in the context of negative events within marketing. To address these issues, the study investigates the contingent relationships between brands and their customers, and it draws on two pertinent social media crises involving Tesla and Mercedes-Benz, both prominent multinational automobile companies operating in mainland China. The research highlights the dynamic relationship process by tracking stances and relationship modes between brands and customers. Findings emphasize the influence of social media on crisis communication and the significance of cross-cultural factors in managing relationships in crises. The study enriches contingent organization-public relationships (COPRs) and contingency theories, offering theoretical insights and practical implications for effective crisis management, emphasizing the need for contingency-based strategies and cross-cultural understanding in corporate communication.