The effect of collective memory on sleepers: A study on the effect of regional city brand image in emergencies in the social media era

Abstract

This study examines the “Hangzhou Tap Water Incident”as a case study, employing experimental methods, questionnaire surveys, and in-depth interviews to investigate how regional urban brand image is influenced by sudden events in the social media era through the lens of the sleeper effect in collective memory. The findings reveal that in the digital age, netizens impressions of sudden events show no significant decline over time, demonstrating a “digital imprint” effect. Conversely, their negative attitudes decrease markedly over time, driven by both “emotional cooling” and the sleeper effect. In contrast, changes in netizens travel intentions remain unstable and insignificant, reflecting that tourism decisions emerge from complex interactions between individual risk perception and external information substitution cues. These conclusions provide new perspectives for understanding the evolution of collective memory in the digital age and offer empirical support for urban managers crisis communication strategies and brand restoration efforts.