<![CDATA[Digital transformation has become an integral part of global companies' efforts to navigate technological disruption and evolving consumer behavior. This study examines the dynamics of digital transformation and its impact on the reputation crisis faced by Tupperware Corporation, with a focus on the role of social media as a primary arena for shaping public opinion. Through a qualitative case study approach, this study examines how Tupperware's digital strategy, or lack thereof, contributed to negative perceptions in the digital space. The findings suggest that a mismatch existed between Tupperware's digital communication strategy and the expectations of its social media audiences, resulting in a decline in Tupperware's reputation and brand image. In SCCT (Situational Crisis Communication Theory), the Tupperware Corporation crisis case is classified as a preventable crisis because it originated from internal management issues, innovation failure, and a stagnant business strategy. Social media has proven to be a crucial platform for disseminating crisis narratives, while also providing companies with strategic opportunities to restore their reputations. This study offers important implications for companies undergoing digital transformation, emphasizing the need to integrate communication strategies and reputation management in the dynamic context of social media.]]>
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