Earticle

초록

영어

This study presents a detailed examination of how varying combinations of tone of voice, negative word-of-mouth (NWOM) response strategies (defensive, accommodating, or no action), and prior organizational reputation can cultivate a positive public response. In turn, we offer insights into effective communication strategies for managing and responding to NWOM content posted on social media. As part of this process, an online experiment was conducted using a consumer sample. The resulting findings indicate that strategic communication effectively counters NWOM and elicits positive responses via two distinct pathways—the emotional pathway and the rational pathway. Overall, we found that using a conversational tone as opposed to a corporate tone enhanced perceived humanness in corporate communication, in turn generating more positive relational and corporate outcomes. The challenge of reducing organizational attribution (i.e., increasing external attribution) by integrating appropriate tone of voice and NWOM responses for different reputational conditions can be rather intricate. While reputable companies enjoy greater flexibility in their ability to employ various strategies, with one such example being the adoption of a defensive strategy with a firm corporate voice, companies with a negative reputation should be more careful when making their strategy selection to ensure that they avoid causing further damage.

목차

Abstract
INTRODUCTION
LITERATURE REVIEW
Social Presence Theory and Tone of Voice
Impact of Conversational Voices on Perceived Humanness
Impact of Perceived Humanness
Situational Crisis Communication Theory and Corporate Response Strategies Toward NWOM
Impact of Reputation and Corporate Response Strategies Toward NWOM on Attribution
The Three-Way Interacting Effect of Tone of Voice, Response Strategies, and Reputation on Attribution
METHODS
Stimuli and Pre-tests
Procedure
Measures, Reliability, and Validity
Participants
RESULTS
DISCUSSION
Limitations
REFERENCES

키워드

저자

• Yeonsoo Kim [ Associate Professor, School of Advertising and Public Relations, The University of Texas at Austin ] Corresponding Author
• Luke Capizzo [ Assistant Professor, School of Journalism, University of Missouri ]

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