Protecting organizational reputation during a para-crisis: The effectiveness of conversational human voice on social media and the roles of construal level, social presence, and organizational listening

This study examines the efficacy of conversational human voice (CHV) in protecting organizational reputation during a para-crisis on social media. Using a 2 × 2 experimental design, the study manipulates tone of voice (CHV vs. organizational voice) and construal level (concrete vs. abstract) to identify the underlying mechanisms and boundary conditions. The findings demonstrate that CHV surpasses organizational voice in bolstering social presence and perceived organizational listening, ultimately fostering a positive impact on organizational reputation amidst para-crises on social media. Nevertheless, the effectiveness of CHV is contingent upon the construal of crisis messages. Specifically, CHV becomes particularly effective in reputation management solely when crisis messages are conveyed in a concrete manner. The study highlights the importance of incorporating CHV into crisis communication strategies and offers practical guidance for organizations to communicate effectively on social media during a crisis.