Service Crisis Communication: Mediating Role of Strategies on Corporate Social Responsibility and Social Media Engagement

Purpose: This study aims to explore how Corporate Social Responsibility (CSR), social media engagement, and crisis management strategies influence the effectiveness of crisis communication in service companies in Ho Chi Minh City. Design/methodology/approach: The study follows a quantitative research design, collecting data from 300 valid responses from customers who have experienced or were aware of a crisis communication incident. Data were analyzed using PLS-SEM to test the influence of CSR (economic, legal, ethical), social media engagement, and the mediating role of crisis management strategies on communication effectiveness. Findings: The results show significant positive effects, with social media engagement (β = 0.362), economic CSR(β = 0.294), legal CSR (β = 0.327), and ethical CSR (β = 0.308) each enhancing crisis communication effectiveness. The analysis reveals a mediating 'effect of crisis management strategies, fully mediating the relationships for economic CSR (β = 0.009) and CSR (β = 0.012) and partially mediating for social media and legal CSR. Research limitations/implications: Service companies should strengthen CSR practices, optimize social media engagement and develop structured crisis management strategies to sustain stakeholder trust and minimize reputational risks. Originality/value: The study highlights the strategic role of CSR and social media in crisis communication, demonstrating how integrating these elements into crisis management enhances organizational resilience. The practical recommendations have been given for service firms to enhance crisis response effectiveness, reinforcing organizational resilience and long-term stakeholder confidence.