Keeping It Real

Hyojung Park · Glen T. Cameron

118 citations0/0 files storedJournalism & Mass Communication Quarterly

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Public Relations and Crisis Communication Digital Marketing and Social Media Corporate Identity and Reputation

Abstract

The purpose of this study was to understand better how a conversational human voice versus a corporate tone of voice in blogs affects key publics’ responses to an organization in the context of a crisis, using a 2 (tone of voice: human/organizational) × 2 (source: public relations executive/private citizen) × 2 (crisis response: defensive/accommodative) mixed experimental design. Results indicate that first-person voice and personal narratives increased perceptions of social presence and interactivity in online communication. These perceptions subsequently resulted in positive post-crisis outcomes, such as reputation and behavioral intentions.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1954Communication and Persuasion: Psychological Studies of Opinion Change.2004Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services 2008Contemporary Approaches to Assessing Mediation in Communication Research 1997Customer voluntary performance: Customers as partners in service delivery 2000The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation 2001The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites

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