Abstract

With the rise of social media, enterprises are increasingly confronted with challenges in crisis communication, as platforms like Weibo amplify public scrutiny and accelerate the spread of information. In this context, corporate apology letters have become a crucial tool for managing and mitigating the consequences of a crisis. This paper explores the key elements and effects of apology letters within the Chinese food and beverage industry on Weibo. Utilizing a questionnaire survey for data collection, and SPSS27.0 for statistical analysis, the study employs reliability analysis, correlation analysis, and regression analysis to test the research question. The findings reveal that admission of mistakes, emphasis on corporate culture, and solemn commitment exhibit a strong positive correlation with apology satisfaction, thereby being pivotal elements in an effective apology framework. Conversely, while maintaining public relations, repeated apologies, and expressions of gratitude show moderate positive correlations, they have no linear relationship. The research contributes a comprehensive framework for crafting corporate apology letters, offering valuable insights for enhancing crisis management strategies. The findings have significant implications for theoretical development and practical application in crisis communication.

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