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Many practitioners already noticed that fast reaction is more critical in the digital age. However, there is relatively rare discussion on the role of transparency. This paper is based on Murphy et al."s (2007) model of marketing relationship to argue that transparency is very critical for crisis communication in the digital era. An organization has to put transparency as the central element of crisis communication. Five cases are discussed briefly on the role of transparency apart from otherdoi:10.15604/ejbm.2016.04.01.006 fatcat:4kigg5qmmzetfdh4klmvd26y3e