Exploring Negative Spillover Effects on Stakeholders: A Case Study on Social Media Talk about Crisis in the Food Industry Using Data Mining

Dorit Zimand-Sheiner, Shalom Levy and Eyal Eckhaus
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Dorit Zimand-Sheiner: School of Communication, Ariel University, Science Park, POB 3, Ariel 40700, Israel
Shalom Levy: Department of Economics and Business Administration, Ariel University, Science Park, POB 3, Ariel 40700, Israel
Eyal Eckhaus: Department of Economics and Business Administration, Ariel University, Science Park, POB 3, Ariel 40700, Israel

Sustainability, 2021, vol. 13, issue 19, 1-16

Abstract: Focusing on public-centered, social-mediated crisis communication, the current exploratory study drew on situational crisis communication theory to formulate a comprehensive view of consumer reactions to crisis. Data mining and automated content analysis techniques were utilized to analyze social media posts by the public during a crisis in the cereals industry. Two path analyses showed that: (a) crisis-related social media posts tended to skip over competitor brand products, followed by two major reaction paths—(1) a rational path based on guilt attribution that justifies implications for the company and (2) an emotional path associated with public distrust; and (b) public self-blame spilled over to other stakeholders such as the government and economic system. The results give voice to issues that concern the public during crises, both as individuals and as a community. They highlight the fact that sustainable crisis management should involve additional stakeholders. Conclusions and implications for society and practice are suggested.

Keywords: corporate sustainability; stakeholders; crisis management; social media; situational crisis communication theory; data mining (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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