Using Social Media Listening in Crisis Communication and Management: New Methods and Practices for Looking into Crises

Corina Buzoianu and Monica Bîră
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Corina Buzoianu: College of Communication and Public Relations, National University of Political Studies and Public Administration (SNSPA), 012244 București, Romania
Monica Bîră: College of Communication and Public Relations, National University of Political Studies and Public Administration (SNSPA), 012244 București, Romania

Sustainability, 2021, vol. 13, issue 23, 1-15

Abstract: The paper aims to explore new methods and practices for looking into crises in online environments by using social media listening tools and methods. Based on the case of two privately owned hospitals in Romania facing boycotts due to their response to the COVID-19 outbreak, we study the social media conversations on the topic, the emerging themes, the visibility triggered and the impact on the brand and actors involved. Drawing on a social media listening and crisis communication framework, our research looks to unveil the relationship between stakeholders’ expectations and brand promise, aiming to foresee predictive crisis communication and management models.

Keywords: crisis communication; social media listening; online environments (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 (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:23:p:13015-:d:687282

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