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Is there Still a PR Problem Online? Exploring the Effects of Different Sources and Crisis Response Strategies in Online Crisis Communication Via Social Media

Young Kim () and Hyojung Park ()
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Young Kim: Marquette University
Hyojung Park: Louisiana State University

Corporate Reputation Review, 2017, vol. 20, issue 1, 76-104

Abstract: Abstract This study examined the effects of source and crisis response strategy on crisis communication outcomes in the context of social media. A 3 (source: organization, CEO, or customer) × 2 (strategy: accommodative or defensive) × 2 (crisis type: airline crash or bank hacking) mixed experimental study was conducted with 391 participants. The organizational sources were more likely to be perceived as more credible than the non-organizational sources. In particular, the CEO appeared to be the most trustworthy and credible source in delivering crisis messages. The path analysis indicated that perceived source credibility mediated the effect of source on reputation and behavioral intentions. This mediation appeared to be contingent on the type of crisis response strategy.

Keywords: source credibility; crisis response strategies; crisis communication outcomes; social media; online crisis communication (search for similar items in EconPapers)
Date: 2017
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Handle: RePEc:pal:crepre:v:20:y:2017:i:1:d:10.1057_s41299-017-0016-5