Article
How should you tweet?: The effect of crisis response voices, strategy, and prior brand attitude in social media crisis communication
Corporate Reputation Review
(2017)
Abstract
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.
Disciplines
Publication Date
2017
DOI
10.1057/s41299-017-0022-7
Citation Information
R. M. Jahng and Seoyeon Celine Hong. "How should you tweet?: The effect of crisis response voices, strategy, and prior brand attitude in social media crisis communication" Corporate Reputation Review Vol. 20 Iss. 2 (2017) p. 147 - 157 Available at: http://works.bepress.com/seoyeonceline-hong/2/