The rapid proliferation of social media has transformed the landscape of corporate communication, creating a platform where consumers can voice their opinions instantly and publicly. This has profound implications for corporations, particularly during crises when consumer sentiment can shift dramatically based on online discourse. In the age of digital communication, the influence of online comments from crisis publics on corporate reputation and consumer behavior has garnered significant attention. This paper examines the dynamics of crisis communication, focusing on how consumers' online comments shape perceptions of corporate reputation and affect purchase intentions. Utilizing a case study of HK Express Airways, this research investigates a recent incident in July 2024 that escalated into a public relations challenge, highlighting the complexities and implications of crisis management in the digital era. The HK Express incident started with an argument among passengers who had purchased specific seat arrangements, only to find their seats occupied by others. Flight attendants explained that the issue arose from a change in aircraft model and did not provide any further assistance. The incident was escalated into a public relations crisis when the passenger's expressed dissatisfaction with the airline's handling of the situation online. The online comments rapidly spread across social media platforms, with many users labelling the airline as unresponsive and negligent. This sentiment was fueled by the visibility of negative comments, which created a narrative that overshadowed any positive feedback. This study will adopt Benoit’s Image Repair Theory’s five categories of image repair strategy - denial, evading responsibility, reducing offensiveness, corrective action, and mortification - to examine HK Express’ response strategies to the selected incident. Given that social media allow more publics to get involved in the crisis process, social media messages are thus viewed as important influences on corporate reputations. Additionally, the concept of purchase intention is explored through the lens of consumer behavior theories, which suggest that consumer perceptions of a brand's reputation directly influence their willingness to engage in purchasing behavior. Through analyzing the qualitative data collected through two popular public forums in Hong Kong: Baby Kingdom and LIHKG, focusing on the volume and sentiment of comments related to the HK Express incident in July 2024. This study analyze the impact of online comments on corporate reputation and purchase intention, content and discourse analyze methodology will be adopted. The case study method allows for an in-depth exploration of the incident involving HK Express, wherein a flight incident led to public outrage and extensive online commentary. This context serves as a rich backdrop for examining the interplay between online discourse and corporate reputation management.

Crisis Communication, Online Reputation Management, Benoit’s Image Repair Theory, Purchase Intention