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Atika Rusy Kuncoro
Lund University
Languange, Linguistic, Communication & Media Social Sciences

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Authenticity Within Oatly’s Reaction to the Communication Crisis Atika Rusy Kuncoro
Jurnal Audience: Jurnal Ilmu Komunikasi Vol 5, No 1 (2022): FEBRUARI 2022
Publisher : COMMUNICATION MAJOR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/ja.v5i1.5535

Abstract

In exploring how people make sense of Oatly’s crisis reaction and its authenticity, this study employed qualitative research analysis. Engaged to symbolic interaction theory, situational crisis communication theory and authenticity, data from interviews with Oatly consumers were investigated to collect pattern and meaning to further extract the key themes. Taken place in Oatly original base in Sweden, this research argues that the way consumer see authenticity in a brand’s action is based on their own preferred concept. Three themes regarding how consumer make sense of Oatly’s reaction to the crisis were concluded. Moreover, three themes emerged during analysis regarding to how consumer understand authenticity in a crisis response.
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