Striking the Right Tone: The Influence of Response Strategy and Tone of Voice in Crisis Communication.
The aim of this study was to understand the effect of response strategy and tone of voice on organisational reputation and attitude towards an organisation in the context of a crisis. The research used a 2 (response strategy: denial vs. rebuilding) x 2 (tone of voice: human vs. organisational) mixed experimental design. Results indicate that the attitude towards the organisation is more positive when using a rebuilding response strategy instead of a denial response strategy. Response strategy does not influence organisational reputation, nor did tone of voice have an effect on both dependent variables. Furthermore, there is no interaction effect found for response strategy and tone of voice.This study contributes to the existing literature by focusing on the effects of response strategy and tone of voice in crisis communication, specifically looking at denial and rebuilding response strategies and human and organisational tone of voice in crisis communication.
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