Earticle

초록

영어

Social media have emerged as a critical element in the crisis communication process and demand new thinking for organizations facing crises. Stealing thunder is a proactive crisis communication strategy in which an organization voluntarily releases crisis information before it is revealed by a third party such as news media. Although organizations are increasingly using stealing thunder to minimize the impact of crises, little empirical data is available to understand how online users process crises when an organization proactively release the crisis information.Therefore, one objective of the current study was to test the efficacy of stealing thunder and identify attitudinal and behavioral outcome variables in an online context (i.e., Facebook). A second objective was to examine the underlying mechanism of stealing thunder and behavioral outcome variables by testing a serial mediation model. The results in an online experiment showed that Facebook users gave more favorable evaluationswhen a pharmaceutical company proactively released the crisis information (severe side effects of a drug) than when the information was released by Food and Drug Administration (FDA). A serial mediation model revealed that crisis responsibility and organizational reputation serially mediated the relationships between stealing thunder and behavioral outcomes.

목차

ABSTRACT
Introduction
Effects of Stealing Thunder
Mediating Role of Crisis Responsibility and Organizational Reputation
Method
RESULTS
Discussion
REFERENCES

키워드

저자

• 한국PR학회

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  AJPR [Asian Journal of Public Relations]

• 간기

  연간

• eISSN

  2568-2812

• 수록기간

  2017~2023

• 십진분류

  KDC 326 DDC 338