Pub Date : 2022-10-20DOI: 10.1080/1553118X.2022.2085574
James Ndone, Benjamin R. Warner, Margaret Duffy
ABSTRACT Organizational crises are emotionally-charged occurrences for both organizations and their stakeholders. There has been a growing body of research on the effects of emotions on organizational outcomes such as reputation, forgiveness, and negative word-of-mouth. The current study seeks to contribute to this growing body of research in emotional crisis communication by investigating the role of discrete emotions in a crisis, and the effects of such emotions on organizational reputation. Additionally, the current study seeks to investigate whether the effect of emotional expression depends on the crisis response strategy adopted. A between-subjects three (communicated emotion; anger vs. guilt vs. no emotion) × two (response strategy: rebuilding vs. denial) experiment was designed with 922 participants. The findings show that, in the context of a severe crisis, rebuilding strategies result in a more positive organizational reputation than denial strategies and that guilt was superior to anger regardless of response type. The implications of the study on organizational reputation and crisis management are discussed.
{"title":"Emotional Crisis Communication: The Effects of CEO’s Expression of Guilt and Anger on Organizational Reputation","authors":"James Ndone, Benjamin R. Warner, Margaret Duffy","doi":"10.1080/1553118X.2022.2085574","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2085574","url":null,"abstract":"ABSTRACT Organizational crises are emotionally-charged occurrences for both organizations and their stakeholders. There has been a growing body of research on the effects of emotions on organizational outcomes such as reputation, forgiveness, and negative word-of-mouth. The current study seeks to contribute to this growing body of research in emotional crisis communication by investigating the role of discrete emotions in a crisis, and the effects of such emotions on organizational reputation. Additionally, the current study seeks to investigate whether the effect of emotional expression depends on the crisis response strategy adopted. A between-subjects three (communicated emotion; anger vs. guilt vs. no emotion) × two (response strategy: rebuilding vs. denial) experiment was designed with 922 participants. The findings show that, in the context of a severe crisis, rebuilding strategies result in a more positive organizational reputation than denial strategies and that guilt was superior to anger regardless of response type. The implications of the study on organizational reputation and crisis management are discussed.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"685 - 699"},"PeriodicalIF":0.0,"publicationDate":"2022-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43857790","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-20DOI: 10.1080/1553118X.2022.2093204
A. Degenaar, L. Fourie, L. Holtzhausen
ABSTRACT Child protection organizations (CPOs), as part of the non-profit sector in South Africa, play a vital role in addressing the needs of abused, neglected and vulnerable children. Child protection organizations largely depend on donors for funding, and communication plays a crucial role to ensure their sustainability. However, their communication is restricted due to statutory clauses protecting the identity and best interest of the child by limiting traditional strategies and associated fundraising practices. Niemann’s model of strategic integrated communication for the for-profit sector was taken as a point of departure. Against this background, the aim of the article was to determine how strategic integrated communication can be conceptualized and implemented to improve the communication approach and practices of child protection organizations. Focus group discussions and semi-structured interviews were conducted with four of the largest registered national child protection organizations in South Africa to determine the suitability and application of strategic integrated communication in the child protection organization context. Based on source and data triangulation, a strategic integrated communication framework, premised on Niemann’s model, is proposed. This framework not only contributes to the growing body of knowledge regarding strategic integrated communication but also contributes towards practice in the child protection organization context.
{"title":"A Strategic Integrated Communication Framework for Child Protection Organizations in South Africa","authors":"A. Degenaar, L. Fourie, L. Holtzhausen","doi":"10.1080/1553118X.2022.2093204","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2093204","url":null,"abstract":"ABSTRACT Child protection organizations (CPOs), as part of the non-profit sector in South Africa, play a vital role in addressing the needs of abused, neglected and vulnerable children. Child protection organizations largely depend on donors for funding, and communication plays a crucial role to ensure their sustainability. However, their communication is restricted due to statutory clauses protecting the identity and best interest of the child by limiting traditional strategies and associated fundraising practices. Niemann’s model of strategic integrated communication for the for-profit sector was taken as a point of departure. Against this background, the aim of the article was to determine how strategic integrated communication can be conceptualized and implemented to improve the communication approach and practices of child protection organizations. Focus group discussions and semi-structured interviews were conducted with four of the largest registered national child protection organizations in South Africa to determine the suitability and application of strategic integrated communication in the child protection organization context. Based on source and data triangulation, a strategic integrated communication framework, premised on Niemann’s model, is proposed. This framework not only contributes to the growing body of knowledge regarding strategic integrated communication but also contributes towards practice in the child protection organization context.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"700 - 721"},"PeriodicalIF":0.0,"publicationDate":"2022-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43163218","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
ABSTRACT COVID-19 has posed several challenges to public health regulatory bodies and experts in dealing with crisis communication. The World Health Organization’s role in dealing with crisis communication came under scrutiny and opened a debate on Twitter regarding COVID-19 information. This study investigates the delay in the dissemination of information on COVID-19 by the World Health Organization (WHO) and its effects on communication about the pandemic through the lens of issue arenas and communication network theories. It examines the actors, topics, and sentiments that emerged in Twitter because of the communication as well as the crisis response strategies adopted by the WHO. The findings reveal five main actors – organizations, media, independent users, political actors, and others; the dominant emotions in the arena such as anticipation, anger, fear, and trust. Additionally, the WHO employs minimization, and corrective action strategies supported by bolstering. By introducing a new context to the socio-semantic network in the virtual space, this study sheds light on strategic communication while focusing on health communication, public relations, and crisis communication. These insights and findings can help organizations to moderate and manage issues during crises.
{"title":"Examining WHO’s Crisis Communication in Issue Arenas during COVID-19: A Socio-semantic Network Analysis","authors":"Shalini Upadhyay, Nitin Upadhyay, Alekh Gour, Payal Mehra","doi":"10.1080/1553118X.2022.2058400","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2058400","url":null,"abstract":"ABSTRACT COVID-19 has posed several challenges to public health regulatory bodies and experts in dealing with crisis communication. The World Health Organization’s role in dealing with crisis communication came under scrutiny and opened a debate on Twitter regarding COVID-19 information. This study investigates the delay in the dissemination of information on COVID-19 by the World Health Organization (WHO) and its effects on communication about the pandemic through the lens of issue arenas and communication network theories. It examines the actors, topics, and sentiments that emerged in Twitter because of the communication as well as the crisis response strategies adopted by the WHO. The findings reveal five main actors – organizations, media, independent users, political actors, and others; the dominant emotions in the arena such as anticipation, anger, fear, and trust. Additionally, the WHO employs minimization, and corrective action strategies supported by bolstering. By introducing a new context to the socio-semantic network in the virtual space, this study sheds light on strategic communication while focusing on health communication, public relations, and crisis communication. These insights and findings can help organizations to moderate and manage issues during crises.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"599 - 619"},"PeriodicalIF":0.0,"publicationDate":"2022-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42600195","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-08DOI: 10.1080/1553118X.2022.2070754
Robert Heckert, Jelle Boumans, R. Vliegenthart
ABSTRACT Organizations realize that their license to operate and the supportive behavior of their stakeholders relate to how they come across. If the identity of an organization is not a single, but multiple it may face unique challenges in strategic communication. The purpose of this study is to identify how the reputation and legitimacy of such a multiple identity organization (MIO) are affected by its performance and communications. Building on organizational identity theory, insights from corporate communication, and stakeholder theory, the potential vulnerabilities are listed through theoretical deduction and are illustrated by the case of Sanquin, the Dutch blood supply foundation. The case assessment relies on interviews with stakeholders and journalists, complemented with an analysis of newspaper headlines. The mismatch between the identities endangers legitimacy because legitimacy is based on the conformity to norms and values, the area where the identities clash. The inherent tension between the ideological and utilitarian identity cannot be avoided completely, but a strategic communication policy that manages the balance between the identities in organizational communication could help a better understanding of MIOs. The case offers insights into how creating this balance might be considered in the development of strategic communication of MIOs.
{"title":"How Multiple Identities Can Impact the Legitimacy of an Organization","authors":"Robert Heckert, Jelle Boumans, R. Vliegenthart","doi":"10.1080/1553118X.2022.2070754","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2070754","url":null,"abstract":"ABSTRACT Organizations realize that their license to operate and the supportive behavior of their stakeholders relate to how they come across. If the identity of an organization is not a single, but multiple it may face unique challenges in strategic communication. The purpose of this study is to identify how the reputation and legitimacy of such a multiple identity organization (MIO) are affected by its performance and communications. Building on organizational identity theory, insights from corporate communication, and stakeholder theory, the potential vulnerabilities are listed through theoretical deduction and are illustrated by the case of Sanquin, the Dutch blood supply foundation. The case assessment relies on interviews with stakeholders and journalists, complemented with an analysis of newspaper headlines. The mismatch between the identities endangers legitimacy because legitimacy is based on the conformity to norms and values, the area where the identities clash. The inherent tension between the ideological and utilitarian identity cannot be avoided completely, but a strategic communication policy that manages the balance between the identities in organizational communication could help a better understanding of MIOs. The case offers insights into how creating this balance might be considered in the development of strategic communication of MIOs.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"555 - 571"},"PeriodicalIF":0.0,"publicationDate":"2022-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41482636","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-28DOI: 10.1080/1553118X.2022.2075749
Thomas Koch, Nora Denner, Felix Coutandin
ABSTRACT In strategic communication, there is a plethora of studies dealing with effective crisis communication. CEO communication is an important building block in strategic crisis communication because in times of organizational crisis, the CEO often becomes an organization’s most important spokesperson. In this role, the leader of the organization has the opportunity to frame the organization’s crisis response in a certain way. The present study examines whether sharing private information about the CEO with stakeholders in a crisis response is beneficial for the perception of the organization. We experimentally analyze the effects of including such private information in a crisis response and test whether crisis type (accidental vs. preventable crisis) moderates these effects. The results show that organizational image is assessed more positively when the CEO includes private information in their crisis response. This effect is due to an increased identification with the CEO that, in turn, increases empathy for and trust in the CEO.
{"title":"A CEO but Also A Parent: How Strategic Communication of Private Information about the CEO Affects Perceptions of an Organization during A Crisis","authors":"Thomas Koch, Nora Denner, Felix Coutandin","doi":"10.1080/1553118X.2022.2075749","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2075749","url":null,"abstract":"ABSTRACT In strategic communication, there is a plethora of studies dealing with effective crisis communication. CEO communication is an important building block in strategic crisis communication because in times of organizational crisis, the CEO often becomes an organization’s most important spokesperson. In this role, the leader of the organization has the opportunity to frame the organization’s crisis response in a certain way. The present study examines whether sharing private information about the CEO with stakeholders in a crisis response is beneficial for the perception of the organization. We experimentally analyze the effects of including such private information in a crisis response and test whether crisis type (accidental vs. preventable crisis) moderates these effects. The results show that organizational image is assessed more positively when the CEO includes private information in their crisis response. This effect is due to an increased identification with the CEO that, in turn, increases empathy for and trust in the CEO.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"620 - 632"},"PeriodicalIF":0.0,"publicationDate":"2022-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59884341","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-27DOI: 10.1080/1553118X.2022.2074300
Emma Christensen
ABSTRACT Responsiveness to emergence is often depicted as key to successful communication. According to extant research, deliberate planning and emergence can become mutually enriching if agile strategizing is embraced. The transition towards such mindset, however, might prove more difficult to attain than extant research suggests. In this paper, I explore the perseverance of the deliberate planning model despite cases of emergence that question its usefulness. Drawing on theory of organizational reform practice, I discuss why recurrent discrepancies between deliberate models and strategizing practice might never lead practitioners to challenge such models. Specifically, the study argues that communication strategizing needs to be approached as a dialogic practice shaped not only by complementarity, but also by processes of competition and antagonism. The contribution of the paper is two-fold; it increases awareness that emergence does not necessarily lead practitioners to challenge the deliberate model and it provides a research agenda that can advance knowledge of the coexistence of the deliberate model and emergence.
{"title":"Ideal-Practice Entanglement: When Emergence Fails to Enrich the Deliberate Planning Model","authors":"Emma Christensen","doi":"10.1080/1553118X.2022.2074300","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2074300","url":null,"abstract":"ABSTRACT Responsiveness to emergence is often depicted as key to successful communication. According to extant research, deliberate planning and emergence can become mutually enriching if agile strategizing is embraced. The transition towards such mindset, however, might prove more difficult to attain than extant research suggests. In this paper, I explore the perseverance of the deliberate planning model despite cases of emergence that question its usefulness. Drawing on theory of organizational reform practice, I discuss why recurrent discrepancies between deliberate models and strategizing practice might never lead practitioners to challenge such models. Specifically, the study argues that communication strategizing needs to be approached as a dialogic practice shaped not only by complementarity, but also by processes of competition and antagonism. The contribution of the paper is two-fold; it increases awareness that emergence does not necessarily lead practitioners to challenge the deliberate model and it provides a research agenda that can advance knowledge of the coexistence of the deliberate model and emergence.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"539 - 554"},"PeriodicalIF":0.0,"publicationDate":"2022-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42851700","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-27DOI: 10.1080/1553118X.2022.2058948
L. Sepulcri, E. Mainardes, L. Pascuci
ABSTRACT In the context of an emerging economy, this study aims to identify the factors that shape non-profit brand orientation (NBO). It also seeks to identify the main antecedents, outcomes, and barriers that are involved in its strategy implementation. The focus of this research is non-profit organizations (NPOs) in Brazil. Qualitative exploratory research with NPOs’ employees, donors, non-donors, and partners was performed using data collected from interviews, non-participant observation, and documents. The data were analyzed using content analysis. The results reveal four themes with associated categories: NBO (cause, mission, communication, and symbols); antecedents (internal factors, external factors, and community involvement); outcomes (staff relationships, partners, reputation, and performance), and barriers (a non-commercial mindset, short-term focus, communication challenges, organizational culture, government barriers, and a lack of resources). We suggest that brand strategic communication is a key factor that enables an NPO to disseminate the organization’s mission, cause, and symbols. All these factors together reflect the NBO. An NBO model is proposed, highlighting its antecedents, outcomes, and barriers, and pointing out similarities to and differences from the previous literature based on well-developed economies. This research discuss the peculiarities of NBO strategy in an emerging country context and the central point of brand strategic communication.
{"title":"Non-profit Brand Orientation as a Strategic Communication Approach","authors":"L. Sepulcri, E. Mainardes, L. Pascuci","doi":"10.1080/1553118X.2022.2058948","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2058948","url":null,"abstract":"ABSTRACT In the context of an emerging economy, this study aims to identify the factors that shape non-profit brand orientation (NBO). It also seeks to identify the main antecedents, outcomes, and barriers that are involved in its strategy implementation. The focus of this research is non-profit organizations (NPOs) in Brazil. Qualitative exploratory research with NPOs’ employees, donors, non-donors, and partners was performed using data collected from interviews, non-participant observation, and documents. The data were analyzed using content analysis. The results reveal four themes with associated categories: NBO (cause, mission, communication, and symbols); antecedents (internal factors, external factors, and community involvement); outcomes (staff relationships, partners, reputation, and performance), and barriers (a non-commercial mindset, short-term focus, communication challenges, organizational culture, government barriers, and a lack of resources). We suggest that brand strategic communication is a key factor that enables an NPO to disseminate the organization’s mission, cause, and symbols. All these factors together reflect the NBO. An NBO model is proposed, highlighting its antecedents, outcomes, and barriers, and pointing out similarities to and differences from the previous literature based on well-developed economies. This research discuss the peculiarities of NBO strategy in an emerging country context and the central point of brand strategic communication.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"572 - 598"},"PeriodicalIF":0.0,"publicationDate":"2022-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41773003","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-26DOI: 10.1080/1553118X.2022.2033979
Jiyoun Kim, Yuan Wang, Lingyan Ma, A. Chatham
ABSTRACT In times of emergency, organizations and members of the public have generated and shared crowdsourced information to help damaged communities. Using the 2018 California Camp Fire as a case study, this study explores how communication interventions influence people’s online message-sharing intentions. Specifically, through the lens of construal-level theory and prospect theory, this study demonstrates the direct and moderate persuasive effects of message framing on sharing intentions for Facebook posts. Using an online experiment with Amazon Mechanical Turk workers (N = 475), this study found that a gain-framed message encourages social media post-sharing intentions. The persuasive power of first-person versus third-person perspective frames differed depending on the use of gain versus loss frames. The discussion highlights the theoretical and practical implications of our findings.
{"title":"Engaging the Public in Disaster Communication: The Effect of Message Framing on Sharing Intentions for Social Media Posts","authors":"Jiyoun Kim, Yuan Wang, Lingyan Ma, A. Chatham","doi":"10.1080/1553118X.2022.2033979","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2033979","url":null,"abstract":"ABSTRACT In times of emergency, organizations and members of the public have generated and shared crowdsourced information to help damaged communities. Using the 2018 California Camp Fire as a case study, this study explores how communication interventions influence people’s online message-sharing intentions. Specifically, through the lens of construal-level theory and prospect theory, this study demonstrates the direct and moderate persuasive effects of message framing on sharing intentions for Facebook posts. Using an online experiment with Amazon Mechanical Turk workers (N = 475), this study found that a gain-framed message encourages social media post-sharing intentions. The persuasive power of first-person versus third-person perspective frames differed depending on the use of gain versus loss frames. The discussion highlights the theoretical and practical implications of our findings.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"649 - 662"},"PeriodicalIF":0.0,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44840873","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-25DOI: 10.1080/1553118X.2022.2033980
Yanyan Shang, Ru-Shiun Liou, Rekha Rao‐Nicholson
ABSTRACT Studying the COVID-19 pandemic differs from past studies on emergency management because this crisis event, compared with the terrorist attack or natural disasters, unfolds in a longer period and with a wider spread of geographic regions. This study explores what and how the information was communicated in the corporate strategic communication through social media across three phases of the global public health crisis, including the early phase, shelter-in-place phase, and reopening phase. The content analysis on corporate Twitter accounts of selected publicly listed firms in the US suggests that corporate social media communication is functional, information-based, direct, and of lower richness during the earlier phase of the pandemic. As the pandemic evolves, corporate tweets, though still functional, are altered to improve customer engagement via the addition of videos and embedded links. For low media richness data formats, the replies/retweet ratio is less than 20%, while high media richness data formats produce the replies/retweet ratio of more than 50%. Implications for future research and practices are offered.
{"title":"What to Say and How to Say It? Corporate Strategic Communication through Social Media during the Pandemic","authors":"Yanyan Shang, Ru-Shiun Liou, Rekha Rao‐Nicholson","doi":"10.1080/1553118X.2022.2033980","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2033980","url":null,"abstract":"ABSTRACT Studying the COVID-19 pandemic differs from past studies on emergency management because this crisis event, compared with the terrorist attack or natural disasters, unfolds in a longer period and with a wider spread of geographic regions. This study explores what and how the information was communicated in the corporate strategic communication through social media across three phases of the global public health crisis, including the early phase, shelter-in-place phase, and reopening phase. The content analysis on corporate Twitter accounts of selected publicly listed firms in the US suggests that corporate social media communication is functional, information-based, direct, and of lower richness during the earlier phase of the pandemic. As the pandemic evolves, corporate tweets, though still functional, are altered to improve customer engagement via the addition of videos and embedded links. For low media richness data formats, the replies/retweet ratio is less than 20%, while high media richness data formats produce the replies/retweet ratio of more than 50%. Implications for future research and practices are offered.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"633 - 648"},"PeriodicalIF":0.0,"publicationDate":"2022-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44286038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-25DOI: 10.1080/1553118X.2022.2033978
Nilesh Arora, S. Prashar, C. Parsad, Sai Vijay
ABSTRACT This research explores the effect of celebrity components – entertainment, attractiveness, intense attachment, and celebrity-product congruence – on consumers’ value transfer and their purchase intention. Further, the research focuses on understanding the situation of multiple endorsements and ascertains the over-endorsement effects on consumer buying intention. Besides these, the study also evaluates the moderating effect of cognitive strength on shoppers’ purchase intentions. Highly recognized and lesser-recognized brands were used to demonstrate the presence of over-endorsement impact on shoppers’ purchase intentions. Data were collected using the survey instrument from 267 respondents. Two-step structural equation modeling was carried out for analyzing the data. The findings suggest that celebrity components play a vital role in influencing consumers’ buying intention and over-endorsement negatively influences shoppers’ purchase intentions. This research provides new knowledge about celebrity endorsement among consumers who have a different familiarity with these brands. The present study thus contributes to the existing literature by examining how the relationship between consumer and celebrity is influenced by various celebrity components along with the moderating effects of cognitive strength and over-endorsement.
{"title":"Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement","authors":"Nilesh Arora, S. Prashar, C. Parsad, Sai Vijay","doi":"10.1080/1553118X.2022.2033978","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2033978","url":null,"abstract":"ABSTRACT This research explores the effect of celebrity components – entertainment, attractiveness, intense attachment, and celebrity-product congruence – on consumers’ value transfer and their purchase intention. Further, the research focuses on understanding the situation of multiple endorsements and ascertains the over-endorsement effects on consumer buying intention. Besides these, the study also evaluates the moderating effect of cognitive strength on shoppers’ purchase intentions. Highly recognized and lesser-recognized brands were used to demonstrate the presence of over-endorsement impact on shoppers’ purchase intentions. Data were collected using the survey instrument from 267 respondents. Two-step structural equation modeling was carried out for analyzing the data. The findings suggest that celebrity components play a vital role in influencing consumers’ buying intention and over-endorsement negatively influences shoppers’ purchase intentions. This research provides new knowledge about celebrity endorsement among consumers who have a different familiarity with these brands. The present study thus contributes to the existing literature by examining how the relationship between consumer and celebrity is influenced by various celebrity components along with the moderating effects of cognitive strength and over-endorsement.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"663 - 683"},"PeriodicalIF":0.0,"publicationDate":"2022-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46350532","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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