Crisis Communication Online

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How medium, crisis type and emotions affect public perceptions, reactions and communications

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Crisis Communication Online

  1. 1. ‘Crisis Communication Online’How medium, crisis type and emotions affect publicperceptions, reactions and communicationsFriederike Schultz, Sonja Utz & Sandra Glocka, VU University Amsterdam
  2. 2. Conceptual model & hypotheses Emotions Crisis Type: Reputation - intentional - victim Secondary crisis communication: Media type: - Willingness to show / forward - Facebook message - Twitter - tell friends about incident - Newspaper Secondary crisis reactions: (boycott, negative word of mouth) Media CredibilityConceptual modelH1: Twitter, Facebook > newspaper: higher reputation; more secondary communication, less secondary crisis reactionsH2: Newspaper are more credible than Facebook and TwitterH3: Media credibility is positively related to secondary crisis communicationH4: Intentional crises > victim crises: lower reputation, more secondary communication, more secondary crisis reactionsH5: Effects of crisis type are mediated by emotion anger 2
  3. 3. MethodDesign• 2 (crisis type: intentional vs. Victim crisies) x 3 (medium: facbook, twitter, newspaper) between-participants designParticipants• 182 participants (50% male, 50% female)• Mean age: 29 (SD = 8.38)Stimuli-Material• Crisis scenario: Japanese crisis in Fukushima• E.„Nuclear plant damaged through inadequate maintenance management. 50 TEPCO employees sent to prevent from damage.“ 3
  4. 4. Medium matters, but crisis type doesn‘t Reputation, Secondary Crisis Reaction and Communication 5 4.5 4 3.5 3 2.5 Facebook Twitter 2 Newspaper 1.5 1 0.5 0 reputation secondary crisis sharing message reaction No direct effects of crisis type; only: people talk more negatively about company in case of intentional crisis 4
  5. 5. Media credibility and anger matters; crisis type affects anger Media Credibility and Anger 6 5 4 3 2 media credibility 1 0 Facebook Twitter Newspaper • Medium credibility is related to secondary crisis communication (r(182)=.27, p<.05) • Emotion anger is positively related to secondary crisis communication (F (6, 175)=2.73, p<.05), to secondary crisis reaction (F (18, 163) = 3.93, p<.001) and reputation (F(6,175)=5.91, p<.001) • Crisis type affects anger 5
  6. 6. Conclusion and DiscussionConclusion• Replicates findings (Schultz et al., 2011), that medium matters• Clarifies, that willingness to share message from traditional newspaper is higher is due to higher media credibility of newspapers• Indicates indirect effects of crisis type via anger• Limitations and future research• Use of real crisis is limitation• Need for extension of classic crisis communication theories (SCCT)• Need for analyses of likelihood and valence of crisis communication 6

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