Consumer expectations and brand responses in social media firestorms

The School of Liberal Arts, Uttaranchal University organized an engaging session, on the topic, "Consumer Expectations and Brand Responses in Social Media Firestorms." The guest speaker, Ms Mihaela Gjorcheva, MBA, and Vice President of the Management Board at the International Slavic University, North Macedonia, brought her vast experience to the forefront, engaging attendees with her expertise in navigating crises in the digital age. 

Ms Gjorcheva delved into the nature of social media firestorms—where negative consumer sentiment rapidly spreads—and explained how brands must manage their reputation in such volatile scenarios. She highlighted the growing expectations from consumers for immediate and transparent responses during crises and discussed how strategic communication and effective brand management could mitigate long-term damage. Using real-world examples and case studies, Ms Gjorcheva shared actionable insights on how brands can best handle public backlash and regain trust. The session was highly interactive, with students and faculty participating in a dynamic Q&A segment, making it a deeply engaging experience for all attendees. 

The event concluded with a vote of thanks proposed by Ms Ishani Karki acknowledging Ms Gjorcheva’s valuable contributions, and the role of the School of Liberal Arts in organizing such enriching events. Overall, the lecture provided critical perspectives on crisis management in the fast-paced digital world, leaving the audience with practical takeaways for the future. Prof (Dr) Shravan Kumar, Director, SLA, Dr Reeta Rautela, HoD, SLA and faculty members marked their presence in the session.