📅 11 September 2022
DOI: 10.33633/ja.v5i1.5535
Authenticity Within Oatly’s Reaction to the Communication Crisis
Jurnal Audience: Jurnal Ilmu Komunikasi
Universitas Dian Nuswantoro
📄 Abstract
In exploring how people make sense of Oatly’s crisis reaction and its authenticity, this study employed qualitative research analysis. Engaged to symbolic interaction theory, situational crisis communication theory and authenticity, data from interviews with Oatly consumers were investigated to collect pattern and meaning to further extract the key themes. Taken place in Oatly original base in Sweden, this research argues that the way consumer see authenticity in a brand’s action is based on their own preferred concept. Three themes regarding how consumer make sense of Oatly’s reaction to the crisis were concluded. Moreover, three themes emerged during analysis regarding to how consumer understand authenticity in a crisis response.
ℹ️ Informasi Publikasi
Tanggal Publikasi
11 September 2022
Volume / Nomor / Tahun
Volume 5, Nomor 1, Tahun 2022
📝 HOW TO CITE
Kuncoro, Atika Rusy, "Authenticity Within Oatly’s Reaction to the Communication Crisis," Jurnal Audience: Jurnal Ilmu Komunikasi, vol. 5, no. 1, Sep. 2022.
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