<![CDATA[This study aims to analyze the crisis communication strategies implemented by the TikTok account @ecinos.id in responding to negative sentiment and black campaign issues on social media. The rapid growth of TikTok as a digital platform with a highly viral algorithm has transformed public opinion dissemination into a fast, broad, and difficult-to-control process, thereby increasing communication crisis risks for brands and organizations. This research employs a qualitative approach using an intrinsic case study design to gain an in-depth understanding of the crisis dynamics experienced by @ecinos.id. Data were collected through content observation, user interactions, public comments, and the account’s communication responses. The analysis is based on Situational Crisis Communication Theory (SCCT), which emphasizes that the effectiveness of crisis response depends on public perceptions regarding organizational responsibility. The findings reveal that @ecinos.id applied a combination of deny, diminish, and rebuild strategies in addressing the crisis. The deny strategy was reflected in direct clarification against accusations or misleading information, the diminish strategy was used by providing additional context to reduce public attribution of blame, while the rebuild strategy focused on humanistic communication, transparency, and strengthening the brand’s positive image. The effectiveness of these crisis communication strategies was influenced by response speed, message consistency, the utilization of TikTok’s interactive features, and the ability to maintain audience engagement. This study concludes that crisis communication in the digital era requires adaptive, dialogic, and sustainable approaches, as social media crises are participatory and multidimensional. Furthermore, the inability to fully control public narratives due to platform algorithms and user-generated content reproduction remains a major challenge. Therefore, effective crisis communication strategies on TikTok depend not only on message content but also on an organization’s ability to understand the broader digital ecosystem and audience behavior comprehensively.]]>
