Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media

被引：431
作者：
Schultz, Friederike [1 ]
Utz, Sonja [1 ]
Goeritz, Anja [2 ]
机构：
[1] Vrije Univ Amsterdam, Amsterdam, Netherlands
[2] Univ Wurzburg, D-97070 Wurzburg, Germany
来源：
PUBLIC RELATIONS REVIEW | 2011年 / 37卷 / 01期
关键词：
Crisis communication; Social media; Crisis response strategies; Reputation; Secondary crisis communication; Word-of-mouth; Boycott; RESPONSE STRATEGIES; MANAGEMENT; WEB;
D O I：
10.1016/j.pubrev.2010.12.001
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Value changes and the rapid emergence of media innovations (internet, social web) in society lead to an institutionalization of crisis communication, in which especially new media play a crucial role. The key contributions of the paper include deepening and refocusing the theoretical foundations of crisis communication by experimentally analyzing the effects of traditional and social-media strategies on the recipients' perceptions of reputation; and by analyzing the effects or crisis responses on the recipients' secondary crisis communications (e.g., sharing information and leaving a message) and reactions (e.g., willingness to boycott). The results indicated that the medium matters more than the message. For all three dependent measures - reputation, secondary crisis communication and reactions main effects of medium occurred, whereas the message had only a significant main effect on secondary crisis reactions. (C) 2011 Elsevier Inc. All rights reserved.
引用
收藏
页码：20 / 27
页数：8
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