Browsing by Subject "Crisis involvement"
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Item A stakeholder-focused, emotion-driven model of social media secondary crisis communication : exploring how consumers emotionally cope with a brand crisis news on social media(2022-08-12) Lim, Ha Young; Brown-Devlin, Natalie; Bright, Laura F; Atkinson, Lucy; Whittaker, Tiffany AGiven the rapidly changing social media environment and its influence on crisis communication process, this dissertation seeks to develop a model for emotion-driven secondary crisis communication on social media, demonstrating how stakeholders emotionally engage with a crisis in social media environments, from the moment of processing crisis news to engaging in secondary crisis communication themselves, depending on individual factors such as crisis involvement and identifying relationship with an organization. First, this research developed the scale for measuring consumers’ crisis emotions in brand crises by identifying 12 crisis emotions that consumers experience from brand corporate crises and conceptualizing the three crisis emotion clusters, namely (1) attribution-independent (AI) emotions including anxiety, apprehension and fear, (2) external-attribution-dependent (EAD) emotions including anxiety, contempt, disgust, disappointment, sadness, and sympathy, and (3) internal-attribution-dependent (IAD) emotions including embarrassment, guilt, and shame. In demonstrating the underlying psychological process of emotion-driven secondary crisis communication on social media addition, this study identified the role of a need for emotional venting that mediates the relationship between crisis emotions and intention to engage in secondary crisis communication on social media. In addition, this study found the differential effects of two stakeholder factors (crisis involvement and brand identification) on crisis emotions and secondary crisis communication on social media. Furthermore, this study articulates how social information of the crisis news (i.e., the number of likes, comments, and shares) affects consumers’ perceived intensity of secondary crisis communication and intention to engage in secondary crisis communication as well as crisis emotions. Theoretical and practical implications are discussed.Item Never easy to say "sorry" : exploring the interplay of crisis involvement, brand image and message framing in developing effective crisis responses(2014-05) Lee, So Young (Ph. D. in advertising); Atkinson, Lucinda; Drumwright, MinettePlanning and executing a crisis response strategy that includes successful and effective communication with stakeholders are essential for companies, organizations and governments in order to maintain their reputations and sustain brands following a crisis. To determine the effectiveness of crisis response communication in terms of consumers’ evaluation and information processing, this study experimentally examined the impact of crisis involvement and brand image and interaction effect in a corporate product harm crisis. Using fictitious scenarios to manipulate crisis involvement, brand image, and message framing, this study examines the effect of crisis response strategies (i.e., apology) on post-crisis attitudes toward a crisis brand and apology message, future purchase intention, and intention to engage in negative eWOM. Specifically, the study attempts to identify whether the interplay between these factors would increase the effectiveness of a company’s crisis response regarding consumers’ favorable attitudes and behavioral intentions. The results of the present research showed that the overall three-way interaction between crisis involvement, brand image, and message framing is significant. First, in the case of high crisis involvement, the combination of rational framing and symbolic brand image increases the effectiveness of the apology message, while the combination of emotional framing of crisis communication and functional brand image increases the effectiveness of the apology message. In contrast, in the case of low crisis involvement, the combination of rational framing and functional brand image increases the effectiveness of the apology message, while the combination of emotional framing and symbolic brand image increases the effectiveness of the apology message. In addition, the study suggests that crisis involvement and brand image have a primary effect on the efficacy of the apology message from the crisis company in terms of attitude towards the crisis brand and purchase intention. The study has significant practical implications in that the results indicate that practitioners can alleviate the consequences suffered in a crisis by employing a crisis response strategy that properly aligns crisis type with level of involvement. Following a crisis, it is necessary to communicate with consumers using proper response messaging that takes into consideration consumers’ crisis involvement, brand image and message framing.