This research project addresses a critical gap in traditional crisis communication frameworks by analyzing the unique digital ecosystem of TikTok. As Influencer Marketing becomes a central pillar for brand investment, understanding how controversies impact both the creator and the associated brand is essential for modern risk management.

Method: Utilizing a mixed-methods design, I adapted Situational Crisis Communication Theory (SCCT) to analyze how users process and attribute responsibility across Victim, Accidental, and Intentional crisis scenarios. Through a combination of in-depth interviews and vignette-based surveys, the study uncovered key behavioral drivers, specifically identifying anger as the primary predictor for when a user permanently withdraws support.