This research adds further knowledge to the crisis communication field by studying the Samsung Galaxy Note 7 issue that occurred in 2016. It focuses on social media and specifically on Facebook. This research uses Situational Crisis Communication Theory (SCCT) from Coombs in order to determine which strategies Samsung used to solve the crisis in France and in the United-States. The results showed that Samsung used Corrective Action and Ingratiation in France and added Full Apology in the United-States. This research also analyses the different comments from Samsung’s customers posted on Facebook: Samsung France and Samsung Mobile USA. Comments have been classified according to a set of emotions that help us understand the customer’s reactions to Samsung strategies. Findings showed that customers mainly experienced anger, outrage, disappointment, anxiety, neutral emotion and/or sympathy at different stage of the crisis and according to the country analyzed. Finally, this study explains why Samsung used different strategies in France and in the United States through Hofstede’s Cultural Dimensions Theory guidance. Results show that Power Distance, Individualism vs Collectivism, and Uncertainty Avoidance can be reasons why Samsung adapted their strategies. Marketers should keep in mind that a crisis can strike a company at any time and that strategies and messages should be fully adapted to countries’ culture. This study gives extensive explanation of Samsung Galaxy Note 7 crisis and help to marketers to better understand the stakes and strategies for a company’s crisis communication.

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