초록

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Abstract ▼ AI-Helper

The public trades information through social media during crises. The use of social media during crises has been increased steadily. However, there are few studies done on the effects of social media use on crisis perception. The goal of this study is to examine how social media affect an organizati...

The public trades information through social media during crises. The use of social media during crises has been increased steadily. However, there are few studies done on the effects of social media use on crisis perception. The goal of this study is to examine how social media affect an organization's ability to manage crises. The study specifically tries to investigate how media types, organization-public relationships, and image restoration strategies affect the public's perception of crises. An experiment was conducted to test research questions by presenting crisis scenarios and observing how newspapers and the social media Twitter affected the crisis. According to a three-way ANOVA test, the type of media and image restoration strategies had an interaction effect on the public's perception of crises. Also, the type of media, organization-public relationship, and image restoration strategies had a three way effect toward the acceptance of crisis communication strategies. As a result, it can be said that the public's perception and acceptances of crisis communication were different depending on the type of media used. The effectiveness of social media was proved, and it was seen that to be able to effectively use social media, each organization must have different strategies depending on their needs.

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