The Influence of Narrative and Dialogical Videos on Brand Trust and Negative Crisis Emotions

A crisis is an event that might happen to the entire organization. Public relations must adjust the pattern of crisis communication with the changes in people’s lifestyles in consuming information through mobile communication. Social media presents the public opinion towards organization. So that public relations frequently monitor the digital media and interact with public every day in social media even to handle crisis. This research aims to measure the influence of narrative and dialogic communication content towards brand trust and negative crisis emotions. This study used a quantitative approach by conducting experiments. The total sample for this research is 118 respondents: 47 respondents for narrative group, 47 respondents for dialogic group, and 24 respondents for control group. The sample was chosen by nonprobability sampling method with purposive sampling techniques. Data collection was from 6 to 12 January 2023. Data collection was carried out using digital questionnaire tools. This study shows that negative crisis emotions decreased in the dialogic communication group than narrative group, although not significantly. And for all the hypothesis, this result did not find any significant differences regarding changes in brand trust and negative crisis emotions from post-crisis Sanmol syrup drug users in both the narrative content and dialogic communication content treatment groups.