Social support and reputational defense strategies of Chinese social networking site users in Sun Yang’s controversy

This study examines the online expression of Chinese social networking site (SNS) users in a human brand crisis. Using the case of Sun Yang’s doping allegations controversy, the research employed content analysis to examine how Chinese users rendered social support and acted as surrogate crisis responders for Sun in a collectivist Chinese culture. The results indicate that (1) Sun’s supporters were most likely to display emotional support, and this pattern continued over time, (2) Chinese SNS users were inclined to implement the reputational defense strategies of attacking the accuser, denial, and reminding in response to their hero’s case, and (3) the prevalence of the three defense strategies varied over time. Theoretical and managerial implications are provided regarding how parasocial relationship with the accused human brand and in-group/out-group differentiation affect SNS users’ online expressions of social support and reputational defense in the Chinese culture.