Communications in Humanities Research ISSN: 2753-7072
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Research Article

Research on Brand Trust Crisis and Public Opinion in the Digital Public Sphere

Haoyu WangBeijing Normal-Hong Kong Baptist University*

* Corresponding author: [email protected]

Abstract

With the rapid development of the Internet and social media, the digital public sphere is becoming an important space that influences public opinion and consumer behavior. This article takes the "Sam’s Club product selection controversy event" that sparked widespread discussion in China in 2025 as a case study to explore how social media shapes consumers' perception and trust in brands as a public sphere. Based on the theories of public sphere and brand trust, this study uses questionnaire surveys and text analysis methods to analyze how social media promotes extensive discussions among consumers about this event. The research finds that social media uses hot lists and tag functions to strengthen agenda-setting attributes, expand the spread of the event, and influence the image of the brand constructed in the public's mind. This article points out that the digital public sphere is not limited to political issues, and its influence is increasingly extending to the consumption field. The significance of this study lies in revealing the mechanism of social media's role in consumption disputes and providing references for brands on how to respond to crises, rebuild trust, and shape identity in the digital public sphere.

Keywords: Public sphere; Brand Trust Crisis; Sam 's Club; Identity construction
Published: December 4, 2025
DOI: 10.54254/2753-7064/2025.KM30109
Volume: CHR Vol.92
pp. 163-169
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