Reputation threats on social media in the aftermath of a data breach is a critical concern to
enterprises. We argue that any effort to minimize reputation threats will require an orderly
assessment of how reputation threat manifests on social media. Drawing on crisis
communication and social media literature, we analyze Twitter postings related to the 2014
Home Depot data breach. We identify a taxonomy of data breach frames and sub-frames
and the related reputation threats as manifested by data breach responsibility-attributions …