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Exploring Negative Spillover Effects on Stakeholders: A Case Study on Social Media Talk about Crisis in the Food Industry Using Data Mining

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  • Dorit Zimand-Sheiner

    (School of Communication, Ariel University, Science Park, POB 3, Ariel 40700, Israel)

  • Shalom Levy

    (Department of Economics and Business Administration, Ariel University, Science Park, POB 3, Ariel 40700, Israel)

  • Eyal Eckhaus

    (Department of Economics and Business Administration, Ariel University, Science Park, POB 3, Ariel 40700, Israel)

Abstract

Focusing on public-centered, social-mediated crisis communication, the current exploratory study drew on situational crisis communication theory to formulate a comprehensive view of consumer reactions to crisis. Data mining and automated content analysis techniques were utilized to analyze social media posts by the public during a crisis in the cereals industry. Two path analyses showed that: (a) crisis-related social media posts tended to skip over competitor brand products, followed by two major reaction paths—(1) a rational path based on guilt attribution that justifies implications for the company and (2) an emotional path associated with public distrust; and (b) public self-blame spilled over to other stakeholders such as the government and economic system. The results give voice to issues that concern the public during crises, both as individuals and as a community. They highlight the fact that sustainable crisis management should involve additional stakeholders. Conclusions and implications for society and practice are suggested.

Suggested Citation

  • Dorit Zimand-Sheiner & Shalom Levy & Eyal Eckhaus, 2021. "Exploring Negative Spillover Effects on Stakeholders: A Case Study on Social Media Talk about Crisis in the Food Industry Using Data Mining," Sustainability, MDPI, vol. 13(19), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:19:p:10845-:d:646567
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    2. ShaoPeng Che & Yuanhang Zhou & Shunan Zhang & Dongyan Nan & Jang Hyun Kim, 2023. "Impact of ByteDance crisis communication strategies on different social media users," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    3. Dorit Zimand-Sheiner & Ofrit Kol & Smadar Frydman & Shalom Levy, 2021. "To Be (Vaccinated) or Not to Be: The Effect of Media Exposure, Institutional Trust, and Incentives on Attitudes toward COVID-19 Vaccination," IJERPH, MDPI, vol. 18(24), pages 1-14, December.
    4. Umar Ali Bukar & Fatimah Sidi & Marzanah A. Jabar & Rozi Nor Haizan Nor & Salfarina Abdullah & Iskandar Ishak & Mustafa Alabadla & Ali Alkhalifah, 2022. "How Advanced Technological Approaches Are Reshaping Sustainable Social Media Crisis Management and Communication: A Systematic Review," Sustainability, MDPI, vol. 14(10), pages 1-26, May.
    5. Ranxin Liao & Jungwon Min, 2021. "How the Public Shaming of Peers Enhances Corporate Social Performance: Evidence from Blacklisted Firms in Japan," Sustainability, MDPI, vol. 13(24), pages 1-17, December.

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