Social Media And Corporate Reputation During Crises: The Viability Of Video-Sharing Websites For Providing Counter-Messages To Traditional Broadcast News

Keywords

exemplification theory; food safety; Public relations; risk communication; video-sharing websites

Abstract

ABSTRACT: Exemplification, or the use of highly emotional and arousing messages to elicit responses based on impression formation, has been shown to influence perceptions of events, individuals, and organizations. News coverage concerning the use of lean finely textured beef (LFTB) is one such example, and anecdotal evidence suggests that this coverage may have had a negative impact on public perception of the manufacturers producing LFTB. The current study examined the use of social media (specifically video-sharing sites) as a means of combating the negative effects of exemplars concerning LFTB. Respondents reported their perceptions of threat severity, susceptibility, behavioral intentions to avoid LFTB, and perceptions of organizational trust and reputation associated with the manufacturer. The findings are consistent with exemplification theory and indicate that message ordering can influence exemplification effects. Results are discussed in terms of implications for public relations and risk communication.

Publication Date

7-2-2016

Publication Title

Journal of Applied Communication Research

Volume

44

Issue

3

Number of Pages

199-215

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/00909882.2016.1192289

Socpus ID

84975256292 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84975256292

This document is currently not available here.

Share

COinS