How Should You Tweet?: The Effect of Crisis Response Voices, Strategy, and Prior Brand Attitude in Social Media Crisis Communication

被引：28
作者：
Jahng M.R. [1 ]
Hong S. [2 ]
机构：
[1] Department of Communication, Wayne State University, 525 Manoogian Hall, 906 W. Warren Ave., Detroit, 48201, MI
[2] Department of Communication and Journalism, Webster University, Sverdrup Hall, 8300 Big Bend Blvd., Saint Louis, 63119, MO
来源：
Corporate Reputation Review | 2017年 / 20卷 / 2期
关键词：
Crisis communication; Crisis response strategies; Prior brand attitude; Social media; Voice in crisis responses;
D O I：
10.1057/s41299-017-0022-7
中图分类号：
学科分类号：
摘要：
This study examines the role of human voice over corporate voice in crisis responses and the moderating role of prior brand attitude on the public evaluation of corporate crisis communication on Twitter. The impact of crisis response strategies and its interaction with prior brand attitude is also explored in this study. Using a mixed-design experiment, the findings showed that human voice had no impact overall on crisis communication evaluation but that prior brand attitude had a significant moderating effect on participants' crisis communication evaluation. Theoretical implications as well as implications for managers who utilize social media in crisis communication are discussed. © 2017 Macmillan Publishers Ltd & Reputation Institute.
引用
收藏
页码：147 / 157
页数：10
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