• #Social media
• #People's republic of china
• #Content analysis

This study analyzed the SNS marketing activities and crisis response of Korean companies, as well as Chinese consumer reactions, during the THAAD conflict between South Korea and China. The results showed that relationship-oriented messages were used more often than sales-oriented messages as the THAAD conflict intensified, and Chinese consumers responded more positively to relationship-oriented messages. Various crisis response strategies, such as ingratiation, denial, excuse, and ignoring, were employed by each company, which evoked diverse emotional responses from consumers.