Should the CEO be the “face” of crisis response? Examining types of visuals on social media in corporate crisis communication

IF 2.6 3区管理学 Q3 MANAGEMENT Journal of Contingencies and Crisis Management Pub Date : 2024-07-05 DOI:10.1111/1468-5973.12596

Bora Yook, Don W. Stacks

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Abstract

This study aims to suggest visual strategies for social media response in corporate crisis communication. Situational Crisis Communication Theory (SCCT) and Associative Network Theory of Memory (ANT) are applied to investigate the types of visuals (photos) that companies may utilize in Facebook messages. A 3 (message: excuse vs. attack accuser vs. apology) × 4 (photo: no-image vs. product vs. stereotypical CEO vs. CEO reflecting corporate character) between-subject design online experiment was conducted in the United States (N = 296). The results confirmed the effect of message strategies on crisis communication outcomes such as perceived responsibility, anger, and reputation. Preliminary interaction effects showed that the stereotypical CEO image (e.g., wearing a suit at a podium in a conference setting) was effective on reputation in two message strategies: an excuse in an accidental cluster crisis and an apology in a preventable cluster crisis. Based on these findings, the current study offers theoretical and practical implications for corporate crisis communication. Details are discussed in the study.

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首席执行官是否应该成为危机应对的 "代言人"？研究企业危机公关中社交媒体的视觉效果类型

本研究旨在为企业危机公关中的社交媒体应对提出视觉策略建议。本研究运用情景危机传播理论（SCCT）和联想记忆网络理论（ANT）来研究企业在 Facebook 消息中可能使用的视觉效果（照片）类型。在美国进行了一项 3（信息：借口 vs. 攻击指责者 vs. 道歉）×4（照片：无图像 vs. 产品 vs. 刻板 CEO vs. 反映企业特征的 CEO）的主体间设计在线实验（N = 296）。实验结果证实了信息策略对危机传播结果的影响，如感知责任、愤怒和声誉。初步的交互效应显示，在两种信息策略中，刻板的首席执行官形象（例如，在会议环境中穿着西装站在讲台上）对声誉有效：在意外的群体危机中提供借口，在可预防的群体危机中道歉。基于这些发现，本研究为企业危机公关提供了理论和实践启示。详细内容将在研究报告中讨论。

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来源期刊

Journal of Contingencies and Crisis Management MANAGEMENT-

CiteScore

5.40

自引率

12.90%

发文量

期刊介绍： The Journal of Contingencies and Crisis Management is an invaluable source of information on all aspects of contingency planning, scenario analysis and crisis management in both corporate and public sectors. It focuses on the opportunities and threats facing organizations and presents analysis and case studies of crisis prevention, crisis planning, recovery and turnaround management. With contributions from world-wide sources including corporations, governmental agencies, think tanks and influential academics, this publication provides a vital platform for the exchange of strategic and operational experience, information and knowledge.