Issue Management Gone Awry: When Not to Respond to an Online Reputation Threat

Veil, Shari R.; Petrun, Elizabeth L.; Roberts, Holly

doi:10.1057/crr.2012.18

Cited by 23 publications

(12 citation statements)

References 27 publications

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“…Credibility and reputation are naturally important for companies. Firms with a better reputation are able to attract more applicants (Turban and Cable, 2003), and humour can be seen as an uncontrollable threat to the perceptions of a company's credible reputation when operating in an online environment (Veil et al, 2012).…”

Section: Theoretical Foundations Related To the Use Of Humour In Recrmentioning

confidence: 99%

“…Humour is also proposed to be effective in banner advertising (Makienko, 2014). However, humour has also been regarded as an uncontrollable element and something that is capable of harming a company's credible reputation in an online environment (Veil et al, 2012). One objective of this paper is to highlight and understand the challenges and the opportunities for using humour in its different forms in an unexplored context, within a social media recruitment advertising campaign.…”

Section: Introductionmentioning

confidence: 99%

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Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media

Oikarinen

Sinisalo

2017

IJIMA

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Abstract:The aim of this paper is to understand the challenges and opportunities of using humour in a recruitment advertising campaign. In this study, we approach through a case study the social media recruiting campaign of a high-profile company operating in the architecture industry. The campaign used humour as a device when seeking the right person. The main empirical data were collected through a qualitative open-ended questionnaire targeted at 28 potential job seekers at the architect firm to understand how the humorous recruitment campaign and recruitment ads were perceived by potential job seekers. In addition, an interview with the office manager regarding the goals of the recruitment advertising campaign was conducted, and statistics provided by Facebook and Google Analytics were interpreted. This study provides managers a new understanding of and suggestions regarding the challenges and opportunities of using humour as a marketing device in recruitment advertising campaigns.

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Section: Theoretical Foundations Related To the Use Of Humour In Recrmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media

Oikarinen

Sinisalo

2017

IJIMA

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“…Recent research indicates that responding to a threat can be more damaging than ignoring it (Veil et al, 2012). A public response to devaluations may draw would-be consumers' attention to the subject under discussion, ultimately inducing negative publicity.…”

Section: Consumer Devaluations As Threats To Market Identitymentioning

confidence: 99%

Protecting Market Identity: When and How Do Organizations Respond to Consumers’ Devaluations?

Tao

Wezel

Forgues

2016

AMJ

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This article examines the conditions under which organizations publicly respond to unfavorable consumer evaluations that challenge their market identity. Because organizations' market identities are certified by expert evaluations, consumers' devaluations that challenge these expert evaluations represent an identity threat. However, organizations do not always react to consumers' devaluations because of the risks associated to public responses. Hence, we first predict that organizations are more likely to respond to severe devaluations than to weaker ones; second, we propose that organizations, when faced with severe devaluations, are more likely to craft responses that justify their actions and behaviors. We further contend that, for any market identity under consideration, an organization's reputation amplifies these relationships. Analyses of a dataset of London hoteliers' responses to online reviews posted on TripAdvisor during the period 2002-2012 lend substantial support to our hypotheses.

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“…Coombs and Holladay (2012) agree that credible sources have an effective role in crisis communication. Therefore, when it comes to the dissemination of information from confirmed reliable organizations and governments, involved organizations should immediately begin to engage in social media communication counteracting negative tendencies in the crisis that threaten to go viral (Veil et al, 2012). With the development of crisis, the adoption of different response strategies are needed encountering various issues that may emerge over time.…”

Section: Response Strategies and Crisis Communicationmentioning

confidence: 99%

Volkswagen Emission Crisis – Managing Stakeholder Relations on the Web

Zhang

Veijalainen

Kotkov

2016

Proceedings of the 12th International Conference on Web Information Systems and Technologies

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Abstract:Organizations establish their own profiles at social media sites to publish pertinent information to customers and other stakeholders. During a long and severe crisis, multiple issues may emerge in media interaction. Positive responses and prompt interaction from the official account of e.g. a car manufacturer creates clarity and reduces anxiety among stakeholders. This research targets the Volkswagen 2015 emission scandal that became public on Sept. 18, 2015. We report its main phases over time based on public web information. To better understand the online interaction and reactions of the company, we scrutinized what information was published on VW's official web sites, Facebook, and Twitter profiles and how the image of the company developed over time among various stakeholders. To investigate this, Twitter and Facebook data sets were collected, cleaned, and analysed. We also compared this crisis in several respects with the Toyota recall crisis in 2010-2011 that was caused by sticking accelerator pedals and floor mats, as well as the GM crisis in 2014 that was caused by faulty ignition switches. Further we compare our findings with the Malaysian airline crisis that was caused by the disappeared flight MH370 and downed MH14.

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Issue Management Gone Awry: When Not to Respond to an Online Reputation Threat

Cited by 23 publications

References 27 publications

Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media

Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media

Protecting Market Identity: When and How Do Organizations Respond to Consumers’ Devaluations?

Volkswagen Emission Crisis – Managing Stakeholder Relations on the Web

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