Keeping it real: Exploring the roles of conversational human voice and source credibility in crisis communication via blogs

Document Type

Article

Publication Date

9-1-2014

Abstract

The purpose of this study was to understand better how a conversational human voice versus a corporate tone of voice in blogs affects key publics' responses to an organization in the context of a crisis, using a 2 (tone of voice: human/organizational) × 2 (source: public relations executive/private citizen) × 2 (crisis response: defensive/ accommodative) mixed experimental design. Results indicate that first-person voice and personal narratives increased perceptions of social presence and interactivity in online communication. These perceptions subsequently resulted in positive postcrisis outcomes, such as reputation and behavioral intentions.

Publication Source (Journal or Book title)

Journalism and Mass Communication Quarterly

First Page

487

Last Page

507

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