宣传
社会化媒体
背景(考古学)
广告
心理学
负面信息
社会心理学
危机沟通
大众传媒
事件(粒子物理)
公共关系
业务
营销
政治学
法学
古生物学
物理
生物
量子力学
作者
Ying Yu,Li Huang,Ping Qing,Tong Chen
标识
DOI:10.1177/10949968221123771
摘要
The advent of social media has dramatically changed the way consumers communicate with others. How to communicate appropriately with mass audiences on social media has become an urgent topic in crisis communication. This article investigates the use of humor in crisis communication within a social media context. Across three studies using multisource data, the authors find that humorous responses to negative publicity can lead to more favorable consumer responses than nonhumorous responses do. This effect is moderated by the type (defensible vs. not defensible) of negative event. These findings have important implications both theoretically and managerially.
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