<![CDATA[This study aims to examine Daviena Skincare’s crisis communication response strategies and the construction of online media framing in reporting the product overclaim controversy. Employing a quantitative content analysis approach, this study analyzed 23 online news articles related to the case. Reliability testing was conducted on four news samples, while 19 articles containing explicit responses from Daviena Skincare were selected as the primary units of analysis. The study applies Situational Crisis Communication Theory (SCCT) to identify crisis response strategies and media framing analysis to examine how online media constructed the issue. The findings reveal that Daviena Skincare employed multiple crisis response strategies, including denial, attacking the accuser, justification, apology, and compensation. In terms of media framing, the conflict frame appeared as the most dominant narrative, followed by the attribution of responsibility and human-interest frames. The chi-square analysis indicates no significant differences in the distribution of crisis response strategies, suggesting that the company adopted a combination of strategies rather than relying on a single dominant approach. Conversely, media framing patterns were distributed unevenly and concentrated primarily on conflict-oriented narratives. These findings highlight the dynamic interaction between corporate crisis communication strategies and media construction in shaping public perceptions of product credibility and brand reputation during digital-era crises.]]>
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