Research on the Factors that Influence the Communication Effect of Online Crisis

Abstract

Abstract:

Management of user-generated content (UGC) contains unprecedented challenges, opportunities and potential for customer relationship management, enterprise crisis management and firm value creation. In this paper, we build a theoretical model to investigate the effect of enterprise online communication strategies using framework of situational crisis communication theory (SCCT). First, the online communication effect is measured from the perspective of public cognition. Second, we investigate which factors affect the online communication from three levels including enterprise, crisis UGC and online response content. Taking crisis UGC from Sina Weibo as our research setting and using the data from Weibo website, the empirical results demonstrate that the shorter the time of the first response is, the better the online communication effect will be. The results also show that response frequency and response content simplification can affect the positive sentiment density.

Key words: user-generated content, online crisis, communication effect, influencing factor

Qu Qixing, Qi Jiayin, Song Shaoyi, Meng Xianghua, Chen Xi. Research on the Factors that Influence the Communication Effect of Online Crisis[J]. , 2020, 32(4): 250-261.

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