Brand Trust Building and Crisis Response Strategies from the Perspective of Communication: Take Xiaomi as an Example

In the new media era, the brand trust building and responding to trust crises have been widely concerned. However, the current research on the communication mechanism of trust building is still insufficient. This paper analyzes the success of Xiaomi Automobile in the process of brand trust building from the perspective of communication, and systematically analyzes the process of brand trust building, the reasons for the emergence of trust crisis and the countermeasures. This paper concludes that brand trust is established and produced by the joint action of agenda-setting, symbolic interaction, spiral of silence, and algorithmic mechanism. The emergence of a trust crisis is caused by the improper propaganda strategy and the untimely crisis response. It is worth mentioning that the push algorithms of new media platforms play a role in both building brand trust and causing trust crises, two seemingly contradictory aspects. Based on this, the paper puts forward the following suggestions: strengthen the publicity of authenticity and comprehensiveness, promote consumers from emotional trust to rational trust, establish a sensitive crisis response system.