Crisis Communication Strategies in Corporate Image Repair: A Comparative Study of Tapsi and Snappfood's Performance in Facing Their Information Systems Hacking

Razmara, Reihaneh; Gholami, Farzad

doi:10.22034/scm.2025.522866.1873

Crisis Communication Strategies in Corporate Image Repair: A Comparative Study of Tapsi and Snappfood's Performance in Facing Their Information Systems Hacking

Document Type : researcher

Authors

Reihaneh Razmara ¹

Farzad Gholami ²

¹ Department of Social Communication Sciences, Faculty of Social Sciences, University of Tehran, Tehran, Iran

² Assistant Professor of Communication Studies, Department of Social Communication Sciences, Faculty of Social Sciences, University of Tehran

10.22034/scm.2025.522866.1873

Abstract

This research examines how Iranian online services use crisis response strategies, focusing on image repair strategies during the hacking crisis of these services. Using William Benoit’s image repair theory, the media messages of these companies—including Tapsi and Snappfood’s X tweets, Tapsi and Snappfood’s Instagram posts, announcements and content published on Snapp and Tapsi websites, hacker group announcements on Telegram, and user comments on X—were studied. For data analysis, the theory-driven content analysis method was used. The results indicate that the mortification strategy (transcendence type) and corrective action strategy were used by both companies. Tapsi used denial, evasion of responsibility, mortification, corrective action, and apology; while Snapp used mortification and corrective action. The strategies were incompletely implemented by both companies, and both hacking incidents faced negative user reactions on social media. Given the monopoly position of these companies in service provision and the absence of a competitive environment, they have undertaken minimal efforts to mitigate crisis damages to stakeholders and preserve their image.

Keywords

Image repair

crisis communication

hack

Snappfood

Tapsi

Subjects

communication

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Volume 14, Issue 54
Spring 2025
Pages 153-187

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Crisis Communication Strategies in Corporate Image Repair: A Comparative Study of Tapsi and Snappfood's Performance in Facing Their Information Systems Hacking

Volume 14, Issue 54Spring 2025Pages 153-187

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Volume 14, Issue 54
Spring 2025
Pages 153-187