Negative Public Opinion, Brand Image, and Consumer Behavior: A Case Study of XiBei Restaurant

With the advancement of the internet era, consumers increasingly rely on social media and the interpretations of opinion leaders when forming brand perceptions, rather than on direct personal experience. When negative incidents are repeatedly circulated, social media users tend to develop a shared emotional orientation, fostering negative public sentiment that significantly influences purchasing behavior. Using XiBei Restaurant as a case study, this research examines how negative public opinion damages brand image and subsequently affects consumer purchase intention. Adopting a conceptual analysis approach, the study explores the value implications embedded in brand image. Drawing on social identity theory, it argues that brand image functions as a symbolic extension of consumers’ self-identity. When the image of a trusted brand collapses, consumers experience an identity threat, leading to diminished confidence in their own judgment. Conformity theory further explains how negative messages are amplified through social interaction and algorithm-driven dissemination, gradually forming a perceived social consensus. Under such conditions, conformity pressure encourages some consumers to reassess their behavior and adjust consumption patterns, while others experience anxiety when brand values conflict with their self-concept. This psychological tension ultimately reshapes purchasing decisions. The study contributes by clarifying the mechanism through which negative public discourse influences consumer behavior, positioning brand image as a mediating variable between public opinion and purchase intention. Practically, it provides enterprises with insights for reputational risk management and highlights the importance of transparent communication. For consumers, it offers a critical perspective for distinguishing rational evaluation from reliance on social consensus.