品牌危机的战略回应：辟谣信息的框架构建与营销沟通策略研究

Strategic Responses to Brand Crises: Framework Construction of Rumor Refutation and Marketing Communication Strategies

摘要: 随着社交媒体与电商平台的深度融合，品牌舆论危机呈现出爆发快、波及广、演化复杂的新特征。谣言往往先于事实传播，严重损害品牌信任。本文基于框架理论，以“框架选择 + 叙事呈现”为分析模型，选取三个典型案例，通过文本分析与情感测度方法，系统研究品牌在舆论危机中的辟谣话语策略。研究发现，“情感框架 + 行动框架”组合能有效激发公众共情与支持；“理性–证据框架”虽具逻辑说服力但情感连接不足；框架选择需与事件属性及公众心理状态相匹配。研究为品牌危机管理提供了理论参考与实践建议。

Abstract: With the deep convergence of social media and e-commerce platforms, brand public opinion crises have increasingly exhibited new features such as rapid onset, broad diffusion, and complex evolution. Rumors often circulate ahead of verified information, severely undermining consumer trust in brands. Grounded in framing theory, this study adopts an analytical model of “frame selection + narrative presentation” and examines three representative cases. By employing textual analysis and sentiment measurement, the study systematically investigates how brands deploy discourse strategies for rumor refutation in crisis situations. The findings reveal that the combination of “emotional frames + action frames” effectively fosters public empathy and supportive engagement; while the “rational-evidence frame” demonstrates strong logical persuasiveness, it lacks sufficient emotional resonance. The study further highlights that frame selection must align with the attributes of the crisis event and the psychological state of consumers. These insights contribute both theoretically and practically to brand crisis communication and reputation management in the digital commerce environment.