Laughing Through the Crisis: Consumer Perceptions of Humor in Social Media Crisis Communication

ABSTRACT This thesis delves into the field of crisis management with a particular emphasis on the use of humor to conduct crisis communication. The primary goal of this research is to understand consumer perceptions regarding the use of humor in crisis communication. To achieve this, the study examines two notable cases. KFC's chicken supply shortage and Aldi's #FreeCuthbert campaign, both of which employed humor in their crisis responses. Using qualitative content analysis, this research analyzes consumer reactions on social media platforms, particularly X (Twitter). The study systematically reviews and interprets user reaction tweets to uncover how humor impacts public perception and engagement during a crisis. The analysis provides a comprehensive understanding of the consumer sentiment surrounding these crises. The findings indicate that, in these cases, humor was generally positively perceived by consumers, enhancing brand relatability and diffusing tension. Humor helped to humanize the brands, making their responses more engaging and less formal, which resonated well with the audience. The results showed that the effectiveness of humor in crisis communication is influenced by factors such as cultural context, the nature of the crisis, and the platform used. Therefore, while the use of humor in the two analyzed cases had a positive impact, it does not mean this will be similar in different crisis scenarios. While humor can help humanize a brand and foster goodwill, it also carries the risk of offending audiences or undermining brand credibility if not carefully executed. Organizations, therefore, need to carefully deliberate and conduct thorough research to determine whether the use of humor is an appropriate approach for their specific crisis. This research contributes to the academic discourse on crisis communication by providing empirical evidence on the nuanced role of humor. It highlights the double-edged nature of humor, showing that while it can be highly effective, it also requires careful consideration and strategic implementation. The study offers practical insights for public relations professionals, emphasizing the need for thorough audience analysis and strategic planning to balance the benefits and risks associated with using humor in crisis situations. Understanding these dynamics is crucial in the digital age, where consumer perceptions can shift rapidly, and brand reputations are constantly under scrutiny.