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Can social media save reputations? An experimental study to the differences between Twitter and newspapers in crisis communication.

Temmink, Annet M.J. (2011) Can social media save reputations? An experimental study to the differences between Twitter and newspapers in crisis communication.

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Abstract:During an organization crisis the reputation of the organization is at stake. Organizations can use the Situational Crisis Communication Theory (SCCT) to implement a suitable crisis response strategy in their crisis management. The question remains which medium could be used best for this purpose. This study compares the effects of Twitter and newspapers on the different variables of the SCCT. It is hypothesized Twitter would yield more positive effects than newspapers. Furthermore, it is hypothesized the type of crisis has influence on the different variables from the SCCT. A main effect is found for medium on the purchase intention. Main effects for the crisis type were found for the attribution of crisis responsibility, emotions and behavioral intentions, but not for organizational reputation. For purchase intention an interaction effect has been found. No effect of the trustworthiness of the source and the expertise of the source is found. Further research could be done to explain the rather low variances found in the SCCT model. Although almost no difference between Twitter and newspapers have been found, it is argued organizations should implement Twitter in their crisis communications, due to the speed of this medium.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61262
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