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Marketing

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Feb 20, 2024

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1 Samsung Galaxy Note 7 Crisis Name Institution Course Instructor Date

2 Product or Company:  Samsung Galaxy Note 7 Effects on Marketing Strategies: Customer online reviews of the Samsung Galaxy Note 7 influenced the company's marketing efforts and reached many people. The widely reported Note 7 phone explosions affected customer confidence and the brand's image. After news headlines, internet forums, and social media circulated bad sentiments about Samsung's products, people's perspectives on their reliability and safety changed. This meant that Samsung had to quickly change how they sell their products to win customers' trust and deal with the growing problems. Studies show that bad press has long-lasting effects on customer trust, so academic research shows how crucial online consumer sentiment is in determining how people see a brand. Gurrieri et al. (2023) also say that having quick and open crisis communication plans is crucial for a company's image. Control/Response to Comments: After online criticism of the Samsung Galaxy Note 7, the business took many research- based steps. Samsung monitored social media and internet discussion boards to assess customer sentiment and respond quickly. Through these channels, the company actively interacted with customers, being honest about the issues and keeping lines of communication open about them. Academic study shows that open communication is essential in crisis management because it protects reputations and builds trust. Additionally, Samsung has demonstrated its dedication to customer safety and happiness by initiating a comprehensive worldwide recall and replacement program that aligns with recommendations for strategic crisis response (Panel®, 2020). These well-thought-out responses show how academic ideas are mixed in with the tricky business of managing your online image.

3 Defense Against Untrue Consumer Opinions: Many reputation management studies demonstrate that Samsung adopted a complex strategy to address erroneous consumer opinions. According to crisis communication research, the corporation employed official announcements and news releases to communicate accurate information about the issues (Dejene, 2022). Samsung was careful not to get inadequate coverage, but they considered going to court if inaccurate information put the brand at risk. The corporation also improved quality control and product testing, as academics recommend, to prevent future incidents (Musu et al., 2020). Based on scholarly research, these well-planned moves illustrate that Samsung values brand integrity.

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4 References Dejene, B. (2022, October 20). Samsung's crisis communication response: Ineffective response strategies across traditional and social media platforms . Rshare.library.torontomu.ca. https://rshare.library.torontomu.ca/articles/thesis/Samsung_s_crisis_communication_resp onse_Ineffective_response_strategies_across_traditional_and_social_media_platforms/ 14643882 Gurrieri, L., Drenten, J. M., & Abidin, C. (2023). Symbiosis or parasitism? A framework for advancing interdisciplinary and socio-cultural perspectives in influencer marketing. Journal of Marketing Management , 39 (11-12), 911–932. https://doi.org/10.1080/0267257x.2023.2255053 Musu, L., Dohr, S., & Netten, A. (2020). Quality Control During Data Collection: Refining for Rigor. IEA Research for Education , 131–150. https://doi.org/10.1007/978-3-030-53081- 5_8 Panel®, E. (2020). Council Post: 14 Ways To Build A Solid Crisis Management Strategy . Forbes. https://www.forbes.com/sites/forbescoachescouncil/2020/09/16/14-ways-to- build-a-solid-crisis-management-strategy/?sh=907563b5a89f

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