Facing the fear: leading global brands’ social media communication in times of crisis

Purpose This study aims to examine how global brands across diverse industries communicated to engage consumers on social media during a period of existential threat. Design/methodology/approach A thematic analysis was conducted on high-engagement posts from 98 global brands across 11 industry sectors on X between March and September 2020. Findings Four major topics emerged – crisis communication and initiatives, social and environmental issues, product/brand promotion and social engagement and brand updates – encompassing 17 underlying themes. Dominant topics shifted across crisis phases and sectors. Research limitations/implications By applying terror management theory, the study extends its application to corporate communication. It offers a deeper understanding of how brand messaging evolves across different phases of a crisis to address consumers’ needs for safety, connection, purpose and normality in response to existential anxiety. Practical implications The study provides a strategic framework for social media crisis communication, highlighting the importance of adaptive messaging that aligns with consumers’ evolving needs to drive meaningful engagement amid heightened mortality salience. Variations in communication approaches across sectors provide further managerial guidance. Originality/value This study comprehensively analyzes how global brands across various industries communicate on social media to navigate the challenges posed by a global health crisis. It provides a framework that maps effective communication strategies in response to dynamic consumer needs and serves as a diagnostic tool for refining communication strategies to alleviate consumer anxiety and sustain engagement during an existential threat.