“…Given the subsequent lack of knowledge and the scarcity of research on how to best overcome an online crisis, firms may depend on the perceptions from the general crisis management works, which is welldefined as "a reflective model and centers mainly on image renovation, by taking corrective actions, explaining and framing what has happened, who is responsible, and what has been done to address the online brand crises" (Coombs, 2007). Similarly, on the other extreme, by offering an apology and taking corrective actions, these brands may accept responsibility to rebuild the online brand's image (DiStaso et al, 2015;Ma, 2020).…”