The study looked at how crisis messages are accepted by people during a crisis. They found that crisis messages are more effective when they match the issue and when the issue is not too obvious. Different ways of responding to a crisis also affect how well the message is accepted. The study used two big Korean companies to test these ideas. The results show that crisis messages work best when the company deals with issues that are relevant to them and not too obvious to the public. This research can help companies improve how they communicate during a crisis.