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社交媒体“类危机”沟通策略效果研究
Authors
吴倩
陈经超
Publication date
1 January 2017
Publisher
Abstract
类危机是社交媒体特有的前危机状态,论文采取实验法,通过2(话语基调:网络型,传统型)X2(沟通内容:弱化型,重塑型)被试间设计,研究了类危机语境下沟通策略对组织声誉和愤怒情绪的影响机制。在类危机沟通策略设计中,引入了“语境”概念。实验结果显示:网络型话语基调较传统型话语基调能更显著降低类危机对组织声誉的负面影响;组织声誉在话语基调对愤怒情绪的影响中起中介作用,高组织声誉能够降低愤怒情绪;沟通内容调节话语基调对愤怒情绪的影响。研究揭示了语境在类危机沟通策略中的重要作用,强调了组织声誉的战略价值,并解释了类危机语境下受众愤怒情绪的影响机制
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Last time updated on 10/06/2020