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How Should You Tweet?: The Effect of Crisis Response Voices, Strategy, and Prior Brand Attitude in Social Media Crisis Communication
Mi Rosie Jahng and Seoyeon Hong, Corporate Reputation Review, 4th June 2017
Jahng and Hong study the value of a human voice over a corporate voice in responding to crises and how this can be utilised to moderate the company’s presence on Twitter following a crises. The study found that a C-suite executives Twitter presence played very little roll on the overall success of the crisis communication, but prior brand attitudes played a large role in moderating public outrage. The study accepts that tweeting, and a good public face presented by C-suite before a crises will assist in its management.
For more information see: Corporate Reputation Review hosted on Springer.