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How to Apologize Online: The effects of crisis communication timing, channel and framing on organizational trust and reputation

Ozer, E. (2022) How to Apologize Online: The effects of crisis communication timing, channel and framing on organizational trust and reputation.

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Abstract:This study examined to what extent timing, channel, and framing influence the perceived reputation and trust of an organization when apologising for an intentional crisis on social media. The mediating role of consumer affective response, as well as stakeholders’ initial attitudes towards the privacy crisis as a co-variate were considered in this study. A questionnaire was used to assess stakeholders' perceptions of the organization's reputation and their trust in it. A total of 214 respondents from the University of Twente participated in the 2 (Timing: Proactive vs. Reactive) x 2 (Channel: Text vs. Video) x 2 (Framing: Neutral vs. Emotional) between-subject experiment. A MANCOVA revealed that emotional framing positively affected reputation and trust with the consumer affective response mediation. Moreover, proactive response by text and emotional response by video increased sympathy. Additionally, the stakeholders’ initial attitude towards the privacy crisis was surpassed by the crisis communication strategy. The study highlighted implications for the founding theories and scales of crisis communication and reputation management need for an evaluation to fit into today’s world. Overall, the study concluded that crisis communication should follow a holistic approach.
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/90900
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