University of Twente Student Theses
The effects of humour as a crisis communication strategy and response subjects on organizational reputation in different crisis situations: an empirical study in the Chinese cultural context
Wang, Jing (2021) The effects of humour as a crisis communication strategy and response subjects on organizational reputation in different crisis situations: an empirical study in the Chinese cultural context.
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| Abstract: | This study explores the effects of humour as a crisis response strategy on social media on organizational reputation, secondary crisis communication and secondary crisis reaction in a Chinese cultural context. Furthermore, the role of the sender (personal versus organizational) is being investigated as well as the effect of crisis responsibility. A 2 (message type: humorous versus non-humorous crisis response message) × 2 (response subject: personal identity versus organizational identity) x 2 (responsible versus non-responsible crisis situation) between subjects experimental study was conducted with 245 participants in which the effects were studied on organizational reputation, secondary crisis communication and secondary crisis reaction. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/88475 |
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