crisis communication online
DESCRIPTION
How medium, crisis type and emotions affect public perceptions, reactions and communicationsTRANSCRIPT
‘Crisis Communication Online’
How medium, crisis type and emotions affect public perceptions, reactions and communications
Friederike Schultz, Sonja Utz & Sandra Glocka, VU University Amsterdam
2
Conceptual model & hypotheses
Crisis Type: - intentional- victim
Media type: - Facebook- Twitter- Newspaper
Conceptual model
Reputation
Secondary crisis communication: - Willingness to show / forward message- tell friends about incident
Secondary crisis reactions: (boycott, negative word of mouth)
H1: Twitter, Facebook > newspaper: higher reputation; more secondary communication, less secondary crisis reactions
H2: Newspaper are more credible than Facebook and Twitter
H3: Media credibility is positively related to secondary crisis communication
H4: Intentional crises > victim crises: lower reputation, more secondary communication, more secondary crisis reactions
H5: Effects of crisis type are mediated by emotion anger
Emotions
Media Credibility
3
Method
Design• 2 (crisis type: intentional vs. Victim crisies) x 3 (medium: facbook, twitter,
newspaper) between-participants design
Participants
• 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.“
4
Medium matters, but crisis type doesn‘t
Reputation, Secondary Crisis Reaction and Communication
No direct effects of crisis type; only: people talk more negatively about company in case of intentional crisis
5
Media credibility and anger matters; crisis type affects anger
Media Credibility and Anger
• 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
6
Conclusion and Discussion
Conclusion
• 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