“…This body of work also considers the effects of the medium; both traditional media and social media have been investigated in depth. Myriad media forms, including printed advertisements(Walters and Mair, 2012), chief executive officers letters (Im et al , 2021), news articles (Liu et al , 2015a, 2015b, 2015c) and user-generated content (Zhai and Luo, 2018), have been addressed. Several studies (Ryschka et al , 2016; Walters and Mair, 2012) have emphasized user characteristics, namely, how personal attributes can affect one’s reactions to and acceptance of specific crisis communication messages.…”