Effects of communication crisis on consumers’ attitude: The case of Vietjet air with bikini images
Pham Thi Huyen, Nguyen Thuy Duong/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Effects of Communication Crisis on Consumers’ Attitude:
The Case of Vietjet Air with Bikini Images
Pham Thi Huyena*, Nguyen Thuy Duonga
aFaculty of Marketing, National Economics University, 207 Giai Phong Street, Hanoi, Viet Nam
A B S T R A C T
Communication crisis can be a source of unpredictable consequences that needs to be forecast and controlled
carefully for any organizations, corporates and individuals. At the beginning of 2018, Vietjet Air took the
advantage of transporting the U23 national team after their success in the 2018 AFC U-23 Championship to
advertise their image with a tactless bikini show on the flight. So what is the influence of Vietjet Air’s event
on customer’s attitude and brand image? This study aims to determine and evaluate the impact of
communication crisis towards consumer’s attitude in the case of Vietjet Air by three primary methods:
qualitative research, quantitative research and social listening. The results have indicated that: (1)
Communication crisis has negative relationship with consumer’s attitude, for example, consumers have
strongly objected and boycotted Vietjet Air; (2) Crisis management has positively influenced consumer’s
attitude; (3) Consumer’s attitude has a positive relationship with purchase intention; (4) communication crisis
has many consequences namely “lose faith from consumer and community”, “decrease the firm’s
competitiveness”, “lead to a boycott from the consumers”.
Keywords: communication crisis; consumer attitude; Vietjet Air; U23 Vietnam; bikini image
1. Introduction
In the current global economic context, communication crisis has occurred more frequently and in a highly
complex manner. It can happen in any aspect: economics, business administration, politics, social life,
psychology and organizational structure. In the explosion of mass media, news spreads rapidly with the internet
(especially by social networks) from the Fourth Revolution Industry, any organization can be troubled with
communication, even though it was big or SMEs, with weak or strong competitive position in the worldwide
market.
W. Timothy Coombs (2007) showed that a crisis may cause a source of threats to a corporate namely public
safety issue, financial loss and damaging to a firm’s reputation. Specifically, consumers tend to grow negative
attitude towards corporate image during and after a crisis. This situation can instantly damage the firm’s long
lasting reputation.
In Vietnam, several corporates recently encounter a serious communication crisis such as Tan Hiep Phat,
Formosa, Vedan and Vietjet Air. Social network and Internet users had ignited a boycott wave that showed anger
and resistance to these firms. Consequently, Tan Hiep Phat lost 2.000 billion VND and decreased 20% of market
share; Vedan were rejected by both suppliers and consumers... For Vietjet Air, the airline was in charge of
transporting the U23 national team after their success in the 2018 AFC U-23 Championship back to Vietnam;
however, there was a bikini show evaluated tactless on the flight. As soon as images of this event are public on
* Corresponding author. Email address: phamthihuyen[email protected]
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social networks, mass media and internet, there are many arguments and divided opinions on this event from the
consumers as well as marketing experts. Moreover, many consumers got angry, evaluated the bikini show as
tactless and called for boycotting this firm.
This study aims to determine and evaluate the impact of communication crisis toward the consumer’s attitude
with the Vietjet Air’s event occurred on January 28th. Based on the results, the authors propose some
recommendations for Vietjet Air in particular and other corporates in general to face and solve the problem when
encountering communication crisis. The paper includes five main parts: (i) Introduction; (ii) Literature Review;
(iii) Research Methodology; (iv) Results; (v) Conclusions.
2. Literature Review
According to Coombs (2015), crisis is “the perception of an unpredictable event that threatens important
expectations of stakeholders and can seriously impact an organization’s performance and generate negative
outcomes”. In other words, crisis is “a sudden and unexpected event leading to major unrest amongst the
individuals at the workplace is called as organization crisis” or, “any emergency situation which disturbs the
employees as well as leads to instability in the organization”. Crisis affects an individual, group, organization or
society on the whole.
How do we know when a crisis is a crisis? The answer is – when the media tell us. So, most of crisis can be
consider as communication crisis and crisis management need to solve by manage the media. When
communication crisis occur, it means an unexpected event occurs that could have a negative impact on the
corporation's reputation. In that situation, most of corporation’s efforts have to raise to communicate with the
public and stockholders, to inform employees or the public of a potential hazard such as an impending storm
which could have a catastrophic impact.
As Margaret Rouse (2013), crisis management is the application of strategies designed to help an organization
deal with a sudden and significant negative event. In other words, the art of dealing with sudden and unexpected
events which disturbs the employees, organization as well as external clients refers to crisis management. In
simplest definition, crisis management is the process of handling unexpected and sudden changes in organization
culture. Practically, a crisis can occur as a result of an unpredictable event or as an unforeseeable consequence of
some event that had been considered a potential risk. In either case, crises almost invariably require that
decisions be made quickly to limit damage to the organization. For that reason, one of the first actions in crisis
management planning is to identify an individual to serve as crisis manager. Crisis management is the nature of
activities to respond to a major threat to a person, group or organization.
As American Psychological Association (APA, 2018)’s definition, communication crisis is the effort taken by
a company to communicate with the public and stockholders when an unexpected event occurs that could have a
negative impact on the company's reputation. In fact, crisis communication refers to a special wing which deals
with the reputation of the individuals as well as the organization. Crisis communication also can be seen as an
initiative which aims at protecting the reputation of the organization and maintaining its public image. There are
many factors such as criminal attacks, government investigations; media enquiry can tarnish the organisation’s
image. Crisis communication specialists have to fight against several challenges which tend to harm the
organization’s reputation and image.
In the generation of internet of things, overall people and corporations need to think to communication crisis
and prepare for solving solutions. Facing crisis, organization’s customer may pause purchasing products or
community members may no longer assist the organization. Coombs and Holladay (2001) and Siomkos and
Kurzbard (1994) showed that, post-crisis reputation is relevant to behavioral intentions namely buying intention
and support for an organization. This relationship plays a significant role because of changing reputation may
impact on the consumer’s perception, attitude and behavior.
According to Icek Ajzen (2008), consumer attitude may be defined as a feeling of favorableness or
unfavorableness that an individual has towards an object. As we know that an individual with a positive attitude
is more likely to buy a product and these results in the possibility of liking or disliking a product. Consumer
attitude basically comprises of beliefs towards, feelings towards and behavioral intentions towards some objects.
Lars Perner (2010) defines consumer attitude simply as a composite of a consumer’s beliefs, feelings, and
behavioral intentions toward some object within the context of marketing. A consumer can hold negative or
positive beliefs or feelings toward a product or service. A behavioral intention is defined by the consumer’s
belief or feeling with respect to the product or service.
W. Timothy Cooms (2007) indicated in the paper “Protecting Organization Reputations During a Crisis: The
Development and Application of Situational Crisis Communication Theory” that a communication crisis has a
negative influence on consumer’s behavior. With the same result, in the research “Crisis Communication and
Image Repair Strategies: Audience Attitude and Perceptions of Toyota in an Online Environment”, Ashley
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Cooper (2011) pointed out: (1) Consumer proved their attitude such as frustration, negativity, fear and loss of
trust in Toyota’s products after a communication crisis, (2) Consumer had become more positive with the brand
after Toyota took a corrective action strategy. Respondents from blog posts believed that attempts to manage
crisis by Toyota was ethical.
According to prior studies, this research seeks to address the following hypothesizes:
[H1]: Communication crisis has a negative impact on consumer’s attitude.
[H2]: Crisis management has a positive influence on consumer’s attitude.
[H3]: Attitude affects the consumer’s purchase intention.
Collectively, these studies investigate to affirm the relationship between communication crisis and customer’s
attitude, purchase intention, focusing on a wide range of crisis around Vietnam that Vietjet Air facing in the
March, 2018. The research model is proposed with two independent variables: “Communication crisis”, “Crisis
management” are coded as “KH”, “XL” respectively. Two dependent variables are “Consumer attitude after
communication crisis”, “Consumer’s attitude after crisis management” are coded as “TD”, “TDXL”, “YDM”
respectively.
H1
H3
Communication crisis
Crisis management
Customers’
attitude
Intention
behavior
H2
Fig. 1. Proposed research model
Source: Proposed by authors (2018)
3. Methodology
Research process includes four stages: desk research, qualitative research, quantitative research and social
listening. Firstly, desk research is executed to gather, search for information and research models about
communication crisis. After that, a questionnaire is designed with quantitative questions to understand, evaluate
the consumer’ attitude toward Vietjet Air’s event. Consequently, items measuring scale that is suitable for
variables of research model: nominal, sentimental differential (7 points from -3 to +3), ordinal (using level,
Likert). Quantitative research is executed then data which is classified and analyzed with SPSS 23.0 and Excel
software. After that, consumer’s attitude is analyzed by not only the quantitative research but also by social
listening. Social listening is carried out with 100 data units with the purpose to have an objective analysis.
Tabachnick and Fidell (1996) indicated that the minimum sample size in regression analysis should be bigger
than n, with n = 50+8m, in which, n: Survey sample size; m: numbers of independent variables. With 12
elements for 2 variables, so the sample size should be larger than 146 respondents. The authors have interviewed
with 180 people from 18-55 year-old in Hanoi with several other demographic characteristics to ensure the
sample’s representativeness..
Table 1. Sample’s demographic characteristic
Criteria
Specific criteria
Freq.
88
Proportion (%)
48.89
Male
Gender
Female
Others
92
0
51.11
0.00
From 18 to 25
From 24 to 40
78
65
43.33
Age group
36.11
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From 41 to 55
Student
37
86
15
34
21
14
10
57
35
68
20
20.56
47.78
8.33
Worker
Office worker
Businessman
Public servant
Others
18.89
11.67
7.78
Occupation
5.56
Under 3 million
From 3 to 5 million
From 5 to 10 million
Over 10 million
31.67
19.44
37.78
11.11
Income/month
Source: Summary of the survey (2018)
The table 1 demonstrates the sample’s demographic characteristic is gathered from participants. Most of the
participants are 18 to 40 years old, making up 79.44% of total respondents. Because Vietjet Air’s event is
widespread on the Internet and Social networks and this age group have the easiest access to news regarding this
event. Therefore, the result for age group ranging from 18 to 40 has the highest proportion within group criteria.
4. Results
4.1. Proportion of participants aware of Vietjet Air’s event
Within 180 respondents, the proportion of people have never heard or known about this event is 91.1%. Only
8.9% of respondents is unaware of this event. The figure shows that the bikini image of Vietjet Air’s
communication is very popular.
Table 2 illustrates the perception of communication crisis’s consequence. The proportion of people indicating
a crisis may “Lose faith from consumer and community” is 70%. The figure for “Decrease the ability of
competition”, “Lead to be boycott from the consumer” and “Decrease return and profit” are lower, at 58.8%,
55%, 51.2% respectively.
Table 2. The perception of communication crisis’s consequence
Proportion (%)
Lose faith from consumer and community
Decrease return and profit
Lead to be boycott from the consumer
Decrease the ability of competition
Ability to leave of employee
Others
70
51.2
55
58.8
12.5
3.8
Source: Summary of the survey (2018)
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Consumer’s attitude toward Vietjet Air in communication crisis
Most people have a negative to very negative attitude towards the brand. They answered that the bikini image
on the flight was tactless, showing the disrespect to the customers. Participants indicate that “This action of
Vietjet Air should be condemned, not agreed” accounting for 31.25%. The proportion of “No sympathy and
dissatisfaction for the brand” is 13.75%, following by “Dudgeon” (7.5%) and “Boycott” (2.5%). They will even
reconsider using the service of the firm or will stop using it. Moreover, the group of participants feels normal
about this action accounting for 11.25% because of knowing that Vietjet Air has used this strategy before.
However, the promotion campaign with bikini image of Vietjet Air does bring lot of attention, not only from
Vietnamese people in the world, who were very excited with the results of U23 Football team, but also people
who have relation with Vietnam at that time. That's for sure, the people from Asia people, who love football and
still in supprised with Vietnam team also take track to the team right after match. In other words, inform and
remindful objectives have been absolutely completed.
The influence of communication crisis, crisis management on consumer’s attitude and the relationship
between attitude and purchase intention
The coefficient alpha (Cronbach’s alpha) of communication crisis variable - “KH” and Attitude variable are
both over 0.6. Therefore, there aren’t any factors eliminated. Sig. = 0.000 < 0.005 is the proof for rejecting Ho:
The factors don’t correlate each other. After that, Pearson correlation coefficient is executed to verify the
relationship between variables. Table 3 demonstrates that it is a very strong relationship between factors. The
coefficient between communication crisis and attitude is -0.72 that indicates a negative relationship. The impacts
between Crisis management factor and attitude, attitude and purchase intention are both strong positive
relationship.
Table 3. Pearson correlation coefficient
Pearson coefficient
Communication crisis and attitude
Crisis management and attitude
Attitude and purchase intention
- 0.72
0.873
0.685
Source: Summary of the survey (2018)
Simple linear regression is used to evaluate the extent of variable impact. Measuring the “Communication
crisis” (KH) impact on consumer’s attitude coded as “Thai_do”: Results for the unstandardized coefficient is -
0.731 meaning communication crisis has a negative impact on consumer’s attitude. The formula is: Thai_do =
5.391 – 0.731*KH.
Measuring the “Crisis management”(XL) impact on consumer’s attitude (TDXL_5.12): Results for the
unstandardized coefficient is 0.936 meaning communication crisis has a strong positive influence on consumer’s
attitude. The formula is: TĐXL_5.12 = 0.238 + 0.935*XL. Moreover, as mentioned, attitude is proved to have an
impact on purchase intention with Pearson correlation coefficient is 0.685. All three hypotheses are supported.
The agree level of respondents with statements
Consumers almost object to or disagree with statements with the meaning that this bikini show of event isn’t a
crisis, the bikini show is still suitable to the fine custom and members of the U23 football team. Meanwhile, the
score of respondents agree with statements about negative attitude is 3.72/5. Especially, participants show
disagreement with the event and brand image evaluating a very high score at 4.14 and 3.87 respectively. The
figure shows that most the respondents have a negative attitude after Vietjet Air’s crisis. The evaluation of
statements about crisis management and attitude after crisis management are 3.96 and 4.04 showing that
participants agree with crisis management of corporate. They suggest that it may influence their attitude about
brand more positively.
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Social listening results
Big Data is gathered at Social Media Command Center. After eliminating valueless data, there are 100 data
units that relevant to the Vietjet Air’s event are selected and analyzed.
4.1.1. Attitude toward brand
91% of emotional response rate, which accounts for the highest proportion, is the negative attitude.
Meanwhile, the figures for positive attitude and neutral are significantly lower, at 6% and 3% respectively. Most
of users have a strongly negative attitude. The attitude “Unsupported” accounts for the highest proportion, at
21.1%, flowing by “Critical” (20%), “Dudgeon” (15.6%)... They indicate that Vietjet Air’s action is unethical,
uncivilized by taking advantage of women or blaming the model. Moreover, some users have a negative attitude
because this event defames to the national identity.
The results from social listening results reveal that, the proportion of facebookers, twitters and LinkedIn
around the world are affected by the crisis and the bikini’s image of Vietjet Air makes negative impact to their
mind on Vietjet Air.
Table 4.12. The proportion of attitude types toward brand
Attitude types toward brand
Dudgeon
Ratio (%)
15.6%
Boycott
12.2%
21.1%
20%
Unsupported
Critical
Impolite
Sudden
1.1%
1.1%
Pressing
1.1%
1.1%
1.1%
7.8%
1.1%
2.2%
4.4%
1.1%
3.3%
4.4%
1.1%
Negative
Disgraced
Anxious
Condemned
Despised
Irritating/provoke
Protested
Ashamed
Supported
Normal
Positive
Neutral
Fair
Source: Summary of the survey (2018)
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4.1.2. Attitude and evaluation toward model at event
88% of emotional response rate, which accounts for the highest proportion, is the negative attitude toward the
models. Meanwhile, the figure for positive attitude is considerably lower, at 12 %. Most of the users have a
significantly negative attitude toward the models at the event. The attitude of “Distasteful” accounts for the
highest proportion, at 31.1%, flowing by “Inappropriate appearance” and “Inappropriate action” (9.1%).
“Ridiculous” and “Vulgar, over weighted” are comments about model making up 7.78%... The proportion of
positive attitude “Favorable” is only 11.6%. That results once more time support for the above statement of back-
ward impact of the promotion campaign of Vietjet Air with bikini image.
Moreover, the reasons for users’ negative attitude toward model at the event are that he model has an
inappropriate appearance, unsuitable context (for a formal atmosphere), inappropriate action with footballers in
the U23 team. However, some users expressed that they sympathized with the model because of the Vietjet Air’s
trick is so popular.
5. Conclusions
Based on the above results, we can go to the conclusions that, communication crisis has a strongly negative
relationship with consumer’s attitude (as both Pearson correlate and Beta standardized coefficient are at minus
0.72). Crisis management influences on consumer’s attitude positively with Pearson correlate coefficient and
Beta standardized are 0.873 and 0.5 respectively. Moreover, respondents suggest that they have a negative
attitude won’t use Vietjet Air’s service anymore. They will be more positive toward the brand and support the
firm if Vietjet Air has a crisis management and apologizes to consumer. Consumer’s attitude has a positive
relationship with purchase intention along with Pearson correlate coefficient = 0.685, among them, female
respondents between 18 and 25 years old with monthly income less than 3 million VND tend to be more negative
than the others.
About the of impact of communication crisis on consumer’s attitude, most of the participants didn’t highly
valuated the bikini image promotion campaign of Vietjet Air; even some got angry. So, it is not sowarried that
can be encounters to communication crisis as a consequence. Vietnamese consumers have a decrease in favor of
the brand; even they boycott Vietjet Air.
Before the crisis, consumers considered Vietjet Air as an economy airline. They have been quite fond of the
firm although Vietjet Air had encountered a crisis relating to Ngoc Trinh wearing a bikini before the firm
launching. Consumers suggest that bikini show, in this case, is inappropriate with the formal atmosphere
(transporting the team) and extremely tactless. After the communication crisis, consumers have a significantly
negative attitude and boycott the brand or reconsider the decision of using this firm’s service. 45.5% of
respondents will not select this firm. In conclusion, consumer’s attitude has the positive influence on consumer’s
purchase intention. The negative attitude toward corporate, product, brand may lead to the negative purchase
intention and vice versa.
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