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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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  • Young Kim

    (Marquette University)

  • Hyojung Park

    (Louisiana State University)

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.

Suggested Citation

  • Young Kim & Hyojung Park, 2017. "Is there Still a PR Problem Online? Exploring the Effects of Different Sources and Crisis Response Strategies in Online Crisis Communication Via Social Media," Corporate Reputation Review, Palgrave Macmillan, vol. 20(1), pages 76-104, February.
    • Handle: RePEc:pal:crepre:v:20:y:2017:i:1:d:10.1057_s41299-017-0016-5
    DOI: 10.1057/s41299-017-0016-5
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    References listed on IDEAS

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    1. van Noort, Guda & Willemsen, Lotte M., 2012. "Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 131-140.
    2. Christoph Bartneck & Andreas Duenser & Elena Moltchanova & Karolina Zawieska, 2015. "Comparing the Similarity of Responses Received from Studies in Amazon’s Mechanical Turk to Studies Conducted Online and with Direct Recruitment," PLOS ONE, Public Library of Science, vol. 10(4), pages 1-23, April.
    3. Helm, Sabrina, 2011. "Employees' awareness of their impact on corporate reputation," Journal of Business Research, Elsevier, vol. 64(7), pages 657-663, July.
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    Cited by:

    1. Liebrecht, Christine & Tsaousi, Christina & van Hooijdonk, Charlotte, 2021. "Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions," Journal of Business Research, Elsevier, vol. 132(C), pages 124-135.
    2. Jörn S. Basel & Katja Rubin, 2021. "Repair of Trust Through Apology at a Reputable Company: The Case of PostBus In Switzerland," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 12(3), pages 116-138, June.
    3. A. J. Guerber & Vikas Anand & Alan E. Ellstrand & Matthew A. Waller & Iris Reychav, 2020. "Extending the Situational Crisis Communication Theory: The Impact of Linguistic Style and Culture," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 106-127, May.

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