Mona Soltani is currently a PhD candidate in marketing at the University of Canterbury. She has done qualitative and quantitative research on marketing strategies, customer behaviour, social media marketing, and crisis communication. Her PhD focuses on crisis management and communication on social media. Her current research seeks to understand how influential social media users can use their networks and influence to affect an organisation’s brand image when a company faces a scandal or negative reputational effect. Her thesis highlights how different organisations should design communication strategies in response to a crisis or scandal shared via social media.