This study examines the efficacy of conversational human voice (CHV) in protecting organizational reputation during a para-crisis on social media. Using a 2 × 2 experimental design, the study manipulates tone of voice (CHV vs. organizational voice) and construal level (concrete vs. abstract) to identify the underlying mechanisms and boundary conditions. The findings demonstrate that CHV surpasses organizational voice in bolstering social presence and perceived organizational listening, ultimately fostering a positive impact on organizational reputation amidst para-crises on social media. Nevertheless, the effectiveness of CHV is contingent upon the construal of crisis messages. Specifically, CHV becomes particularly effective in reputation management solely when crisis messages are conveyed in a concrete manner. The study highlights the importance of incorporating CHV into crisis communication strategies and offers practical guidance for organizations to communicate effectively on social media during a crisis.

本研究探讨了对话式人声 (CHV) 在社交媒体危机期间保护组织声誉的功效。该研究采用 2 × 2 实验设计，操纵语气（CHV 与组织声音）和解释水平（具体与抽象）来识别潜在机制和边界条件。研究结果表明，CHV 在增强社会存在感和感知组织倾听方面超越了组织声音，最终在社交媒体上的危机中对组织声誉产生了积极影响。然而，CHV 的有效性取决于对危机信息的解释。具体而言，只有当危机信息以具体方式传达时，CHV 在声誉管理方面才会特别有效。该研究强调了将 CHV 纳入危机沟通策略的重要性，并为组织在危机期间在社交媒体上进行有效沟通提供了实用指导。