ABSTRACT

This study aims to investigate how Twitter has been used during an international product recall. Based on the SMCC model and the Crisis Response framework, the study proposes a new crisis communication model (SBCC) to analyse the 2016 Mars product recall tweet dataset. The study finds that the platform has mainly been used to ask questions and spread negative information from the news media. It also finds that the information diffusion (retweeting) has positive associations with the number of followers and the use of Hashtags. These findings suggest how organisations should supervise crisis communication and hence can protect reputational assets.

抽象的

这项研究旨在调查在国际产品召回中如何使用Twitter。基于SMCC模型和危机应对框架，该研究提出了一种新的危机沟通模型（SBCC），用于分析2016年火星产品召回推文数据集。研究发现，该平台主要用于提问和传播来自新闻媒体的负面信息。它还发现，信息传播（转推）与关注者数量和Hashtags的使用呈正相关。这些发现表明组织应如何监督危机沟通，从而可以保护声誉资产。