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How Should You Tweet?: The Effect of Crisis Response Voices, Strategy, and Prior Brand Attitude in Social Media Crisis Communication

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  • Mi Rosie Jahng

    (Wayne State University)

  • Seoyeon Hong

    (Webster University)

Abstract

This study examines the role of human voice over corporate voice in crisis responses and the moderating role of prior brand attitude on the public evaluation of corporate crisis communication on Twitter. The impact of crisis response strategies and its interaction with prior brand attitude is also explored in this study. Using a mixed-design experiment, the findings showed that human voice had no impact overall on crisis communication evaluation but that prior brand attitude had a significant moderating effect on participants’ crisis communication evaluation. Theoretical implications as well as implications for managers who utilize social media in crisis communication are discussed.

Suggested Citation

  • Mi Rosie Jahng & Seoyeon Hong, 2017. "How Should You Tweet?: The Effect of Crisis Response Voices, Strategy, and Prior Brand Attitude in Social Media Crisis Communication," Corporate Reputation Review, Palgrave Macmillan, vol. 20(2), pages 147-157, May.
    • Handle: RePEc:pal:crepre:v:20:y:2017:i:2:d:10.1057_s41299-017-0022-7
    DOI: 10.1057/s41299-017-0022-7
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    References listed on IDEAS

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    1. Kostyra, Daniel S. & Reiner, Jochen & Natter, Martin & Klapper, Daniel, 2016. "Decomposing the effects of online customer reviews on brand, price, and product attributes," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 11-26.
    2. Gretry, Anaïs & Horváth, Csilla & Belei, Nina & van Riel, Allard C.R., 2017. "“Don't pretend to be my friend!” When an informal brand communication style backfires on social media," Journal of Business Research, Elsevier, vol. 74(C), pages 77-89.
    3. Hsu, Liwu & Lawrence, Benjamin, 2016. "The role of social media and brand equity during a product recall crisis: A shareholder value perspective," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 59-77.
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    Cited by:

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    3. Gianfranco Walsh & Mario Schaarschmidt & Lefa Teng, 2020. "Cross-cultural Assessment of a Short Scale to Measure Employees’ Company Reputation-Related Social Media Competence," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 78-91, May.
    4. 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.
    5. Mohammed Anam Akhtar & Khurram Ajaz Khan & Hung Cuong Hoang, 2023. "Role of Social Networking Sites in Financial Product Choice: An Investigation Through the Theory of Planned Behavior," Business Perspectives and Research, , vol. 11(1), pages 44-62, January.
    6. Rosati, Pierangelo & Deeney, Peter & Cummins, Mark & van der Werff, Lisa & Lynn, Theo, 2019. "Social media and stock price reaction to data breach announcements: Evidence from US listed companies," Research in International Business and Finance, Elsevier, vol. 47(C), pages 458-469.

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