Effects of disinformation on the brand image and the reaction of three companies in the food sector to a communication crisis:

Starbucks, Mercadona and Burger King

Abstract

This study investigates the communication strategies developed by three companies in the food sector: Starbucks, Mercadona and Burger King; in order to manage an image crisis caused by the dissemination of false or confusing information on the Internet. A descriptive analysis was carried out using a sheet of own elaboration as measure source. The results determined that the keys to this management were the preferential use of social networks, the speed and transparency of responses and the repeated use of the word "false" to deny the deception with which these companies had been related.