مجلة معهد العلوم الإقتصادية
Volume 28, Numéro 2, Pages 323-345
2025-12-19

Corporate Reputation Management During A Crisis On Facebook: A Case Study Of H.a.l.l Company



Authors : Boukhari Radhia . Cheriet Nassima .

Abstract

This study explores how HALL Company used Facebook to manage its corporate reputation during a crisis that generated widespread negative reactions across social media and traditional media platforms. The research aims to assess the effectiveness of the company’s crisis communication strategies and their influence on public engagement and perception. The study adopts a qualitative content analysis method, examining all posts published on the company’s official Facebook page during the crisis period. The analysis focuses on three key aspects: the nature and frequency of posts, the communication strategies employed, and the level of audience interaction through likes, comments, and shares. Findings indicate that Facebook served as a pivotal tool for managing the crisis, rebuilding trust, and restoring the company’s image. The results further highlight that strategic messaging and transparent communication positively influenced audience engagement and contributed to mitigating reputational damage.

Keywords

Facebook ; HALL Company ; Crisis Management ; Corporate Reputation ; Communication Strategies

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