The present study has taken the case analysis of Patiswiss, a leading brand that was faced a major crisis, to understand the influence of social media on corporate reputation and crisis management. More precisely, this research work is going to delve into how public perception and the overall reputation were affected during the crisis concerning social media platforms. The study adopts a qualitative approach, analyzing social media reactions, media coverage, and the company’s crisis response strategies. Key findings reveal that Patiswiss’s initial response was inadequate, leading to a rapid spread of negative sentiment across social media, which further exacerbated the crisis. This analysis brings out the critical aspects of timely and transparent communication in crises management and brand reputation retention within a digital world. Comparisons to similar cases within other companies provide additional insights into effective crisis management strategies. The research deepens the knowledge of the dynamic interplay among social media and corporate crisis management, providing valuable lessons on how businesses should maintain reputation in light of the challenges brought to them by the digital environment.
Keywords: Corporate Reputation, Crisis Management, Social media, brand perception, digital communication
