JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Nestle India in a Soup: Mapping Emotions to the Use of Coping Strategies
Author(s): Tulika M. Varma, Stephynie C. Perkins
Citation: Tulika M. Varma, Stephynie C. Perkins, (2020) "Nestle India in a Soup: Mapping Emotions to the Use of Coping Strategies," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 4, pp. 101-115
Aricle Type: Research paper
Publisher: North American Business Press
This study examined the dominant sentiments expressed on Twitter when Nestle India recalled Maggi Noodles over safety concerns. Findings indicate that when the affected publics express emotions such as sadness, happiness and humor, their rational thinking ability is diminished. In such situations, it is recommended to instill organizational messages with emotional expressions that validate such emotions to assist the affected public to revert to their original state of emotions. Also, substantive changes are recommended to the ICM model, such as categorizing crisis based on goal congruence and goal relevance; and, substituting the X-axis with internal locus of control.