Creating a crisis: an examination of a modern crisis on Twitter
by Michael North
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 16, No. 2, 2025

Abstract: When a Twitter user exposed a marketing mishap by ASOS, the fashion retailer apologised ten minutes later, but failed to address the problem. Over the next few days, 108 user replies were tweeted in response to the ASOS apology tweet. Most of the user replies generated no engagement, but one reply went viral thereby bringing more attention to the ASOS crisis. This study focuses on the 108 user replies to reveal how Twitter users perceived the crisis communication. Important findings include verified users, users with a high number of followers, and users who reply immediately after the crisis response generate the most engagement. Managerial implications are presented based on the results.

Online publication date: Mon, 03-Mar-2025

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