Social Media Word-of-Mouth in Crisis and Non-Crisis Context : Examining the Halo Effect of Corporate Reputation

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Pages3414-3425
Publication statusPublished - Jun 2018

Conference

Title22nd Pacific Asia Conference on Information Systems (PACIS 2018)
LocationYokohama Royal Park Hotel
PlaceJapan
CityYokohama
Period26 - 30 June 2018

Abstract

Firms usually expect to benefit from social media technology through seeking social media positive word-of-mouth exposure. However, it turns out that firms suffers more from negative crisis communication among consumers on social media when corporate crises happen. This paper compares consumers’ decision progress of positive word-of-mouth and secondary crisis communication in non-crisis and crisis contexts and aims to give an insight into social media word-of-mouth management. Scenarios were used to design crisis and non-crisis contexts and the results showed that in non-crisis contexts, affective reputation contributes more to positive word-of-mouth than cognitive reputation. Meanwhile in crisis contexts, high cognitive reputation brings more secondary crisis communication than affective reputation. Furthermore, when consumers have high social outcome expectations towards social media use, they are less likely to engage in positive word-of-mouth in non-crisis context and are more likely to engage in secondary crisis communication in crisis contexts.

Research Area(s)

  • Corporate reputation, social media word-of-mouth, secondary crisis communication

Citation Format(s)

Social Media Word-of-Mouth in Crisis and Non-Crisis Context : Examining the Halo Effect of Corporate Reputation. / ZHENG, Bowen; LIU, Hefu; DAVISON, Robert M.

2018. 3414-3425 Paper presented at 22nd Pacific Asia Conference on Information Systems (PACIS 2018), Yokohama, Japan.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review