The matching effect between crisis type and organizational repair strategy: A study on the path of rebuilding public trust based on cognitive dissonance theory

Abstract

Based on cognitive dissonance theory, this paper explores the impact of the matching effect between crisis type and repair strategy on the reconstruction of public trust. The study constructs a theoretical model and proposes that the matching between crisis type (internal vs. external) and repair strategy (compliant vs. defensive) promotes trust recovery by alleviating cognitive dissonance, and the social media context is used as a moderating variable to amplify the matching effect. The hypothesis is verified by experimental design. The results show that compliant strategies in internal crises and defensive strategies in external crises significantly improve trust, cognitive dissonance plays a mediating role, and high social media exposure enhances the effect. This study enriches the theoretical framework of crisis communication and provides practical guidance for organizations to formulate precise response strategies.