Public Relations Review ( IF 4.636 ) Pub Date : 2021-05-11 , DOI: 10.1016/j.pubrev.2021.102057 Ashlee Morgan , Violetta Wilk
The topic of crisis communication and brand reputation management has attracted substantial academic attention, however minimal critique has been directed to the online response of social media users, through user-generated crisis-related communication. Drawing on crisis communication theory, we examine online sentiment of the social media public regarding the 2018 Cricket Australia ball tampering crisis over a 12-month period. It was found that sentiment towards the brand of Cricket Australia, shifted dramatically over this time. Social media users’ response progressed through four predominant stages: (1) framing and identity development; (2) sense making; (3) accountability; and, (4) vigilant rebuilding. These stages are depicted in the Social Media Users’ Crisis Response (SMUCR) framework presented in this paper. For brands involved in crisis situations, public response and social media user-generated content should be considered when formulating their communication and recovery strategies.
中文翻译:
社交媒体用户的危机应对:国际体育危机中社交媒体内容的词汇探索
危机沟通和品牌声誉管理这一话题引起了学术界的广泛关注,然而,通过用户生成的与危机相关的沟通,对社交媒体用户在线响应的批评很少。基于危机传播理论,我们研究了社交媒体公众在12个月内有关2018年板球澳大利亚球篡改危机的在线情绪。人们发现,在这段时间里,对板球澳大利亚品牌的情绪发生了巨大变化。社交媒体用户的响应经历了四个主要阶段:(1)框架和身份发展;(2)讲义;(3)问责制;(4)警惕地重建。本文介绍的社交媒体用户危机应对(SMUCR)框架中描述了这些阶段。