Secondary crisis communication on Facebook: an experimental study on the impact of valence and likes of reactions on organizational reputation and viral behavioral intentions

Publication Date: Monday 2 February 2015
Author(s): Crijns, H., Cauberghe, V., Hudders, L., Claeys, A.-S., & Neirings, E.
Appeared in: Conference Proceedings of Etmaal van de Communicatiewetenschap 2015


This paper investigates how the valance of stakeholders' reactions to organizational crisis messages via Facebook as a form of secondary crisis communication (SCC) affect the organizational reputation. Furthermore, we examine the impact of valence of SCC on viral behavioral intentions of the Facebook users (liking, sharing and reacting) and if this effect is driven by the usability of the information. Finally, we research if there is an interaction effect between the valence of reactions and the amount of likes that these reactions generate.

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