 The impact of company-generated posts with crisis-related content on online engagement behaviorNicola Kleer and Reinhard E. Kunz Journal of Business Research, 2023, vol. 164, issue C Abstract: During the COVID-19 crisis, social media platforms have been important tools for companies to interact with customers/users. Despite the importance of good communication during a crisis, insights into what kind of crisis-related content companies should publish are rare. This study addresses this research gap by investigating the direct and moderation effects of company-generated posts with crisis-related content on online engagement behavior. It also examines the relationship of specific post attributes with OEB and the moderation effects of post types. A content analysis of 2,600 posts on 20 Facebook brand pages reveals that posts which implicitly address the pandemic directly enhance OEB; posts showcasing company employees, however, decrease OEB. Crisis-related content and certain post types have a moderation effect on OEB. The authors conducted follow-up interviews which confirmed these findings. This study suggests ways that companies can improve their crisis communication to interact with customers/users in a more engaging way. Keywords: Social media; Crisis communication; Online engagement; COVID-19; Pandemic; Content analysis (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:164:y:2023:i:c:s014829632300379x DOI: 10.1016/j.jbusres.2023.114021 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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