Contested digital publics and public sentiment: CEO influencers and public relations in social media firestorms

In today’s hyperconnected communication landscape, public sentiment is no longer a passive reflection of public affairs, but it is a catalytic force that mobilises collective outrage, shapes reputational narratives, and drives the escalation of social media firestorms. This study explores how public sentiment dynamics contribute to the mobilisation of these firestorms, particularly those targeting CEO influencers in Malaysia. Despite growing scholarship on digital crises, limited research addresses how emotional intensity, platform visibility, and social conformity converge to amplify reputational threats. This qualitative study adopts an interpretive paradigm, utilizing Interpretive Phenomenological Analysis (IPA) to conduct in-depth interviews with 15 netizens and 5 CEO influencers. Data is analysed using NVivo 15. Findings reveal two superordinate themes: Public Sentiment and Digital Amplification, each comprising subordinate dynamics such as online outrage, algorithmic visibility, networked participation, media virality, and the agendasetting role of key opinion leaders. Firestorms are not simply eruptions of spontaneous criticism; they are mobilised through emotionally resonant content, strategic digital behaviour, and the performative logics of platform engagement. From a public relations perspective, this study underscores the urgent need for realtime sentiment monitoring, narrative agility, and ethical responsiveness in navigating the volatile dynamics of digital publics. In an era where reputational outcomes are shaped not only by facts but by visibility, emotion, and credibility, this research advances a deeper understanding of how firestorms evolve and what it takes to survive them.