Navigating the social cultural environment of social media

Maliyah Guerrier

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Title: Navigating the Social-Cultural Environment of Social Media: A Study of Brand RecoveryAuthor: Maliyah Guerrier, Business and Public Management , Kean UniversityAbstract:The rapid growth of social media has changed how brands communicate with consumers and respond to public problems. In today’s digital landscape, cultural values such as authenticity, and transparency significantly influence how audiences react to brand wrongdoing. This study shows and details how brands navigate the social cultural environment of social media during certain times of reputational crisis and identifies strategies that contribute to successful recovery.Using a in depth investigation, this research shows how recent brand crises increased by social media platforms. Public statements, interaction analytics, and audience responses were looked at and studied to identify patterns in communication strategies and public opinion. The study mainly focuses on how response tone, timing, cultural, and corrective actions influence stakeholder trust and brand point of view.Findings suggest that brands that respond fast, acknowledge responsibility, and show genuine corrective action are more likely to rebuild consumer trust. In contrast, delayed or defensive responses tend to intensify negative backlash and long term reputational damage. The results also show the importance of understanding growing social norms and digital community expectations in shaping recovery outcomes.This research contributes to the field of marketing and public relations by highlighting the role of cultural intelligence and digital engagement in crisis management. The findings provide insights for organizations seeking to build resilience and maintain credibility in an increasingly interconnected and socially aware online environment.Keywords: Brand Recovery, Social Media, Crisis Management, Digital Culture, Consumer Trust