University of Twente Student Theses


Reputation Threats in Social Media: An Integrative Approach to Prevent Crisis Situations

Zufall, N.A. (2014) Reputation Threats in Social Media: An Integrative Approach to Prevent Crisis Situations.

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Abstract:While social media has shifted organizational communication from one-way communication to free conversation, organizations have lost power to control what is being said about them in the world. This can lead to threats for an organization in many cases and many ways. The purpose of this research is to bring together established theories in crisis management, reputation management and social media communication about reaction strategies towards such reputation threats from social media users. This work covers a critical literature review of well-established theories in this research field, discusses them and comes up with universally applicable strategies. It was found that the established crisis communication theories still fit in the social media environment when minor adjustments are applied. Although the theories for crisis reactions already are being discussed for over 15 years, there is still a need for empirical evidence, especially when applied to the social media environment. The originality of this research is given by the creation of a transition from historical theories from crisis communication into a new environment of social media communication. The value of this research is the merger of knowledge from different management sciences into a new multidisciplinary science.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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