Enterprise reputation threats on social media: A case of data breach framing

Reputation threats on social media in the aftermath of a data breach is a critical concern to enterprises. We argue that any effort to minimize reputation threats will require an orderly assessment of how reputation threat manifests on social media. Drawing on crisis communication and social media literature, we analyze Twitter postings related to the 2014 Home Depot data breach. We identify a taxonomy of data breach frames and sub-frames and...