Social and Behavioral Sciences Commons^™

Impact Of A Brand Crisis On Nation Branding: An Analysis Of Tweets About Vw’S Emissions Crisis, Kara Julie Whytas

USF Tampa Graduate Theses and Dissertations

On September 18, 2015, the U.S. Environmental Standards Agency (EPA) filed a Notice of Violation of the Clean Air Act to the Volkswagen Group regarding software used to intentionally deceive the EPA’s emissions tests.

Social media is an efficient way for organizations to release information and respond quickly during a crisis. Not only are organizations posting on social media sites, but consumers are increasingly turning to social media sites, such as Twitter, during crises to share information and opinions.

The VW crisis may impact Germany’s nation brand, as predicted by more recent country-of-origin literature. The country-of-origin effect occurs when the …