The impact of company-generated posts with crisis-related content on online engagement behavior

Kleer, Nicola; Kunz, Reinhard

doi:10.1016/j.jbusres.2023.114021

Cited by 3 publications

(4 citation statements)

References 107 publications

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“…Third, methodologically the study uses secondary data using web crawling by collecting data from the official Instagram account of the brand. Existing research collects either primary or secondary data for the measurement of consumer engagement (e.g., Kumar and Kaushik, 2022;Kleer and Kunz, 2023;Viglia et al, 2023). Primary data is collected retrospectively by asking consumers to recall positive or negative experiences with an engagement object.…”

Section: Discussionmentioning

confidence: 99%

“…It is theoretically important to take a hybrid (positive and negative) rather than a single perspective (positive or negative) for the exploration of CE as single perspectives narrow the understanding of the phenomenon. Specifically, during a crisis, managers try to restore or maintain brands' reputation by developing crisis-response communication strategies (Ertimur and Coskuner-Balli, 2021;Kleer and Kunz, 2023;Utz, Schultz and Glocka, 2013). For example, Kleer and Kunz (2023) explored Facebook brand pages and discussed how posts that implicitly communicate the pandemic increased online engagement behavior.…”

Section: Positive and Negative Online Cementioning

confidence: 99%

“…Specifically, during a crisis, managers try to restore or maintain brands' reputation by developing crisis-response communication strategies (Ertimur and Coskuner-Balli, 2021;Kleer and Kunz, 2023;Utz, Schultz and Glocka, 2013). For example, Kleer and Kunz (2023) explored Facebook brand pages and discussed how posts that implicitly communicate the pandemic increased online engagement behavior. Although several studies explore crisis communication, only a few do so in terms of interactive communication (Liu, Xu, and Tsai, 2020;Kleer and Kunz, 2023).…”

Section: Positive and Negative Online Cementioning

confidence: 99%

“…For example, Kleer and Kunz (2023) explored Facebook brand pages and discussed how posts that implicitly communicate the pandemic increased online engagement behavior. Although several studies explore crisis communication, only a few do so in terms of interactive communication (Liu, Xu, and Tsai, 2020;Kleer and Kunz, 2023). Consequently, apart from the theoretical contributions in the CE literature, the present study will also identify the social media strategies that should be executed in a post-crisis stage.…”

Section: Positive and Negative Online Cementioning

confidence: 99%

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Sosyal Medyada Marka Krizi İletişimi ve Tüketici Marka Etkileşimi: Çalışanlarının Yarattığı Kriz Örneği

OMERAKI ÇEKİRDEKCİ

2023

Cankiri Karatekin Universitesi Iktisadi Ve Idari Bilimler Fakultesi Dergisi

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Social media enables brands to communicate instantly with consumers and drive user engagement. However, consumers’ brand engagement on social media is not always positive, especially in the presence of a crisis. Consumer brand engagement becomes more complicated given consumers’ empowerment through social media and the brands’ multiple stakeholders that shape brands’ value. The purpose of this research is to explore consumers’ multi-valenced online comments to a brand crisis communication initiated by front-line employees’ misbehavior to a group of consumers in the retail environment. Data was collected from the brand crisis communication that was shared on the official Instagram account of the brand. Focusing on real time Instagram data from consumers that reside in a collectivistic culture, a typology was developed to classify the hybrid and multi-valenced forms of consumer brand engagement. The study contributes to the consumer brand engagement and brand crisis communication literatures.

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Section: Discussionmentioning

confidence: 99%

Section: Positive and Negative Online Cementioning

confidence: 99%

Section: Positive and Negative Online Cementioning

confidence: 99%

Section: Positive and Negative Online Cementioning

confidence: 99%

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Sosyal Medyada Marka Krizi İletişimi ve Tüketici Marka Etkileşimi: Çalışanlarının Yarattığı Kriz Örneği

OMERAKI ÇEKİRDEKCİ

2023

Cankiri Karatekin Universitesi Iktisadi Ve Idari Bilimler Fakultesi Dergisi

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Customer experiences and coping behaviors during crisis situations: The role of service adaptation and service transformation

Larivière,

Schetgen,

Bogaert

et al. 2025

Journal of Business Research

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Examining CSR communication on social media during a victim crisis: a machine learning based text analytics approach

Yang,

Basile,

Zhao

2024

JRIM

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PurposeThis study examines how top global brands changed their corporate social responsibility (CSR) communication on social media during a victim crisis, and how their CSR communication on social media influenced consumer sentiment.Design/methodology/approachUsing 18,502 firms’ Facebook posts and their most relevant consumer comments from pre-pandemic and during-pandemic timeframes, this study integrates machine learning techniques (BERTopic) with human-based qualitative analysis to analyze CSR posts. It also measures the polarity and magnitude of consumer sentiment with Google Natural Language AI. We tested seven hypotheses using Hierarchical Linear Modeling (HLM).FindingsThe machine learning-based topic modeling analysis showed that firms increased CSR communications intensity on social media and they more intentionally chose different CSR communication strategies for different topics on social media during the victim crisis. The hypothesis testing results show proactive, accommodative and interactive strategies have a significant impact on consumer sentiment polarity and magnitude, and these effects are moderated by the level of interactivity and industry type.Originality/value(1) This study takes a dynamic view to examine the firms’ CSR communication on social media during a victim crisis. It used machine learning-based text analytics and found many interesting results on how firms changed their CSR communication topics and strategies on social media during the crisis. (2) It measures both consumer sentiment polarity and sentiment magnitude to conduct sentiment analysis. The results indicate that the CSR communication strategies have different impacts on the two sentiment components. (3) It integrates machine learning techniques with human-based qualitative analysis. It shows how researchers can gain the benefits of both approaches.

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The impact of company-generated posts with crisis-related content on online engagement behavior

Cited by 3 publications

References 107 publications

Sosyal Medyada Marka Krizi İletişimi ve Tüketici Marka Etkileşimi: Çalışanlarının Yarattığı Kriz Örneği

Sosyal Medyada Marka Krizi İletişimi ve Tüketici Marka Etkileşimi: Çalışanlarının Yarattığı Kriz Örneği

Customer experiences and coping behaviors during crisis situations: The role of service adaptation and service transformation

Examining CSR communication on social media during a victim crisis: a machine learning based text analytics approach

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