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NTU Management Review
Vol. 35 No. 2 Oct. 2025, 53-84
https://doi.org/10.6226/NTUMR.202510_35(2).0002

Message Life Cycle and Firm Crisis: A Case Study

從訊息生命週期觀點探討一則網路訊息引發企業危機事

態：以Ａ公司為例

Shuo-Min Li, Department of Business Administration, Ming Chuan University
李碩敏 / 銘傳大學企業管理系
Jen-Shyang Chen, Department of Business Administration, Ming Chuan University
陳振祥 / 銘傳大學企業管理系
Received 2023/1, Final revision received 2025/6
Abstract
Rapid transmission, sharing, and discussion of hostile messages on social media may cause
a crisis for enterprises. Therefore, responding appropriately to such messages is crucial.
The message life cycle framework explains the dissemination of social media messages
across four stages: emergence, amplification, saturation, and recession. The study employs
this framework to a case study involving an accusation of plagiarism on the social media
platform Dcard. To analyze the mechanisms driving the rise and fall of message influence
throughout the message life cycle, we examine 3,907 posts related to the incident. We also
conduct a textual analysis to evaluate the patterns of interaction, emotional reactions, and
social media responses of users by applying MaxQDA, utilize Excel Power BI to visualize
data, conduct in-depth interviews to obtain qualitative data, and employ thematic analysis
to identify salient themes. Moreover, we examine the roles and behaviors of stakeholders
to identify effective crisis management and response strategies at each stage of the
message life cycle. This study also assesses how organizational culture and internal control
systems contribute to such crisis management strategies.

【Keywords】social media, crisis, message life cycle

領域主編：胡美智教授

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