The Speech Act of Apology by Lenovo on Facebook

New media platforms such as Twitter, Facebook, and Instagram have allowed brands to connect with the public. However, negative comments can damage their image, so should use clear apology strategies. Despite COVID-19 pandemic, growth of electronics market is closely related connection between customers. This article examined strategies used by Lenovo, a company international brand influence, in response messages or complaints on its official Facebook account from April 30, 2023 June 9, 2023. The study mixed research method identify responses containing common words Lenovo's public through IFIDs obtained all posts using two most frequently text. Under guidance Olshtain Cohen (1983) Page (2014)'s strategies, combinations Lenovo posts.The results showed that often following six strategies: "expression apology", "explanation situation", "acknowledgment responsibility", "an offer repair", "follow-up moves: questions imperatives", "greetings, closings, terms address". Furthermore, "greetings", imperatives" were semantic combinations.