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  • Μικρογραφία εικόνας
    Τεκμήριο
    Crisis communication management and social media
    (2021-03-03) Tsipi, Evridiki-Maria; Τσίπη, Ευρυδίκη-Μαρία; Athens University of Economics and Business, Department of Marketing and Communication; Repoussis, Panagiotis; Argouslidis, Paraskevas; Drossos, Dimitrios
    Crises are abnormal events and exist from the beginning of time, though crisis communication has been studied only since 1980 . Crises often surprise us completely or give us little warnings, but they pose threats and need to be addressed quickly. Corporations need to evaluate these crises and communicate immediately with their audiences. In 2004 Facebook was founded and since then a vast growth on social media was observed. Today, more than half of Greece’s population has an active Facebook account. People are able to communicate, speak their minds, criticize, complain and produce content through their social media accounts. Nowadays, COVID-19 changed our external environment and boost publics online presence. People learnt how to purchase online and e-shops raised their profitability. Though, these high demands could not be met since the delivery system was not able to respond. Many complaints were made by dissatisfied customers and many crises were evoked online. This study created a 3x2 experiment in order to assess how different crisis communication responses and tone of voice may affect customers’ forgiveness and as a result organizational reputation, Word of Mouth, repurchase intentions and finally secondary crisis communication so as to address similar cases. It was found that publics were probably biased by our external environment and more forgiving when faced the diminish crisis communication response. Furthermore, tone of voice proved to not significantly impact forgiveness, while forgiveness proved to have a mediating role between crisis communication responses and all the variables examined except from secondary crisis communication. In order to further explain these results a demographics analysis was conducted and it is important to highlight the role of income and age as two key demographic factors influencing forgiveness.