Artificial Intelligence in Marketing Crisis Communication through a Socio-Technical System Perspective

Divya Ann Abraham, Shalini Upadhyay () and Nitin Upadhyay
Additional contact information
Divya Ann Abraham: BITS Pilani K. K. Birla Goa Campus
Shalini Upadhyay: BITS Pilani K. K. Birla Goa Campus
Nitin Upadhyay: IIM Jammu

A chapter in Marketing in a Digital World, 2026, pp 115-134 from Springer

Abstract: Abstract Effective crisis communication is crucial for organizations, with marketing playing a key role in shaping consumer perceptions and protecting brand reputation through marketing crisis communication. Recent advancements in artificial intelligence (AI) provide new tools to enhance these efforts, particularly in crisis preparedness and management. However, existing research largely overlooks how AI systems interact with human decision-makers, leaving gaps in understanding the socio-technical factors that shape AI's role in marketing crisis communication. Us-ing Socio-Technical Systems (STS) theory, this paper develops a comprehensive framework for integrating AI into marketing crisis communication. The framework balances AI's technical capabilities with human needs, offering both theoretical contributions’sby extending STS theory'sand practical insights for marketing professionals and crisis managers.

Keywords: Artificial intelligence; Marketing; Crisis communication; Socio-Technical system; Branding (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6505-4_6

Ordering information: This item can be ordered from
http://www.springer.com/9789819565054

DOI: 10.1007/978-981-95-6505-4_6

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().