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The potential role of using humor-framed crisis response on post-crisis corporate reputation and purchase intention

Wang, R. (2021) The potential role of using humor-framed crisis response on post-crisis corporate reputation and purchase intention.

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Abstract:Purpose - This study aims to examine the potential roles of using a humor-framed crisis response on post-crisis corporate reputation and purchase intention while including pre-crisis corporate reputation and pre-crisis communication styles as moderating conditions. Method - A 2 (humor-framed vs. non-humor framed crisis responses) * 2 (positive vs. negative pre-crisis corporate reputation) * 2 (humorous vs. non-humorous pre-crisis communication style) experimental design was conducted using a combination of random sampling and snowball sampling methods. Specifically, responses were collected via various online platforms, including Facebook groups, WhatsApp groups, LinkedIn, and through the researcher’s networks, given a duration of 4 weeks. In total, 392 answers were recorded, while 72.4% of which completed the questionnaire. After an initial inspection of the dataset, three respondents' answers with missing values were excluded. As such, 281 responses were subjected to further statistical analysis. With the 281 valid responses, 41.1% of them are male, and 57.4% are female. In total, 54 nationalities contributed to the experiment. Results - The research hypotheses were tested by MANOVA test whereby statistical analyses indicated that although there was no major significant effect of humor-framing crisis response, pre-crisis corporate reputation moderates the impact of using a humor-framed crisis response on post-crisis corporate reputation and purchase intention. Conclusion - this research contributed to this body of literature to a degree by extending the application of humor in times of crisis. From a managerial perspective, it is crucial for public relations professionals to clearly recognize and evaluate the crisis severity before formulating a humorous crisis response message. Furthermore, this study must be extended to incorporate varied humor types to fully understand humor style has the greatest chances to influence the most of target audience before formulating a humorous crisis response.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Computer Science MSc (60300)
Link to this item:http://purl.utwente.nl/essays/88359
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