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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

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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.

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Authors and Affiliations

  1. J. William and Mary Diederich College of Communication, Marquette University, Johnston Hall, Rm#413, Milwaukee, WI, 53233, USA

    Young Kim

  2. Manship School of Mass Communication, Louisiana State University, 243 Hodges Hall, Baton Rouge, LA, 70803, USA

    Hyojung Park

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  1. Young Kim
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  2. Hyojung Park
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Correspondence to Young Kim.

Appendix A: Examples of Facebook Messages with Fictitious Crisis Scenarios

Appendix A: Examples of Facebook Messages with Fictitious Crisis Scenarios

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Kim, Y., Park, H. Is there Still a PR Problem Online? Exploring the Effects of Different Sources and Crisis Response Strategies in Online Crisis Communication Via Social Media. Corp Reputation Rev 20, 76–104 (2017). https://doi.org/10.1057/s41299-017-0016-5

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