Crisis management on social media: Effect of pre-crisis inoculation strategy and midst-crisis organizational interactivity |
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Institution: | 1. Department of Communication, George Mason University, USA;2. Gamification Group, Faculty of Information Technology and Communication Sciences, Tampere University, Kanslerinrinne 1, 33100 Tampere, Finland |
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Abstract: | Negative user-generated contents on social media can result in detrimental impact on organizational reputation should a crisis occurs. In the present study, we sought to examine the effectiveness of implementing pre-crisis inoculation and increasing midst-crisis organizational interactivity on bolstering crisis management outcomes. Through a three-phase online experiment taking the 2 (inoculation: absence vs. presence) x 2 (organizational interactivity: low vs. high) between-subjects design (N = 184), we found that while inoculation or interactivity alone could mitigate some unfavorable crisis-related perceptions and attitude, the combination of these two strategies brought in most consistent benefits to alleviating crisis-caused reputational damage. Implications and future work are discussed. |
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Keywords: | Inoculation Interactivity Crisis management Social media |
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