The Influence of Corporate Apology Strategies on Consumer Forgiveness Intentions in Chinese Social Media

Abstract

This study explores the impact of various external corrective actions embedded in corporate apologies on consumer forgiveness, thereby contributing to effective crisis management. During corporate crises, companies often issue apologies to mitigate the damage and restore trust. However, not all apologies are equally effective. Motivated by the desire to understand what elements of an apology can increase its efficacy, the study sought to determine what specific measures can lead to greater consumer forgiveness. Utilizing a controlled experimental design, this research evaluates the effectiveness of apologies by creating hypothetical scenarios based on the 4R model (regret, reason, reparation, and reaffirmation). Three distinct apology letters were crafted to test variations in external corrective actions proposed by corporations. The results reveal that the structure and content of reparation actions significantly influence consumer response. Letters containing clear, proactive, and precise solutions were perceived as more favorable and led to higher levels of forgiveness. The study highlights the importance of carefully considered letters of apology, including clear corrective actions. It provides theoretical insights into successful crisis communication mechanisms while providing practical guidelines for public relations practitioners. By highlighting the importance of practical and proactive measures, this study contributes to better management of corporate crises and promotes enhanced public trust.