企业在线危机沟通效果的实证研究
首发时间:2016-06-08
摘要:基于危机情境传播理论,建立企业在线沟通效果影响因素模型。目前大多数文献都是围绕企业或政府沟通策略与沟通效果的研究,极少涉及到在线回应内容因子并且缺少对危机沟通效果的衡量指标的研究。采用危机情境传播理论,从公众认知视角来衡量企业在线沟通效果,进而以危机情境传播理论模型为框架从企业、危机UGC和企业在线回应内容三个层面开展了对企业在线危机沟通效果影响因素的实证研究,从而挖掘影响企业在线沟通效果的关键因素。实证结果表明企业首次回应时间越早,企业危机沟通效果就越好。同时,企业信息发布频率和在线回应信息简洁度都能够正向影响用户正向情感浓度。
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An Empirical Study of the effect of online crisis communication
Abstract:This study builds a theoretical model to investigate the effect of enterprise online communication strategies using framework of situational crisis communication theory (SCCT). First, the online communication effect is measured from the perspective of public cognition. Second, we investigate which factors affect the online communication from three levels including enterprise, crisis UGC, and online response content. Taking crisis UGC from Sina Weibo as our research setting and using the data from Weibo website, the empirical results demonstrate that the shorter the time of the first response is, the better the online communication effect will be. The results also show that response frequency and response content simplification can affect the positive sentiment density.
Keywords: Public sentiment management online crisis communication effect empirical study
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No.4693989115232314****
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