University of Twente Student Theses

Login

Sociale media: De sleutel tot succesvolle crisiscommunicatie? “Een onderzoek naar de rol van medium- en zenderkenmerken bij de beoordeling van een crisiscommunicatie bericht”

Blok, D.C. (2012) Sociale media: De sleutel tot succesvolle crisiscommunicatie? “Een onderzoek naar de rol van medium- en zenderkenmerken bij de beoordeling van een crisiscommunicatie bericht”.

[img]
Preview
PDF
1MB
Abstract:Social media are a relatively new and expanding phenomenon which made a strong growth since the 21st century. The development of social media brings benefits for crisis communication. Social media is faster, more interactive and reaches more people than traditional media. This study was conducted to investigate the role of source and medium characteristics in the rating of a crisis communication message. The experiment was conducted through a 2 (medium: teletext vs. Twitter) x 2 (source: citizen vs. government) between-subjects experiment. The Elaboration Likelihood Model is used as a theoretical framework. The idea is that both the motivation and the ability of the respondents is high. Therefore they follow the central route in the Elaboration Likelihood Model. Within the central route the variables medium and sender fulfill the role of arguments instead of the role of cues, which are part of the peripheral route. The evaluation of the crisis communication messages was measured by 18 characteristics. The results, after factor analyses, showed three factors; expertise, credibility and delivery. The outcomes show there is a significant main effect of medium on expertise and delivery, Twitter has the highest scores on both factors. Furthermore there is a significant main effect of source, the delivery of the government’s message has a significant higher score on all three factors. Interaction effects between medium and source on the three factors were not found. Furthermore, the role of sender and medium characteristics in the decision of an individual to search for risk information has also been studied. The results show there is no significant main effect of medium. Though a significant main effect of the sender was found. There was also a significant interaction between the source of the message and the medium. This proves the message of the government via twitter leads to more searching of information than the message of a citizen via twitter.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61591
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page