Determinants of public attitude towards a social enterprise crisis in the digital era: Lessons learnt from THINX

This study examines how the perceived locus of crisis cause, controllability, and adherence to social mission are associated with public attitude in the context of a social enterprise crisis and evaluates the differences between these variables under episodic and thematic frames of online articles. Using the crisis case of THINX in 2017 as a case study, a quantitative content analysis was performed on a sample of 503 comments under online articles. Hierarchical regression revealed that the locus of crisis cause and adherence to social mission were associated with public attitude, whereas controllability was not associated with public attitude when adherence to social mission was accounted for. Significant differences were found in the locus of crisis cause, controllability, adherence to social mission, and public attitude between episodic and thematic frames. This study provided a basis for the theoretical development of crisis communication in a social enterprise and the corresponding role for public relations.