Let’s talk about it!The effects of tone of voice and response strategy on attitude and reputation.
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2023-06-23
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en
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The purpose of this study was to investigate the effects of tone of voice and response strategy in crisis communication on consumer attitudes and organizational reputation. In a 2 (tone of voice: conversational human/organizational) x 2 (response strategy: rebuilding/denial) between-subjects design, 138 Dutch respondents were exposed to a crisis communication message by a fictional organization regarding a fictional crisis on their company website. The results indicate that response strategy only affects consumers’ attitude towards the organization, but does not affect organizational reputation. Tone of voice was found not to affect consumer attitude and organizational reputation. These results contradict the majority of the existing literature, confirming that there are still divergent results in the field of crisis communication studies, which could be resolved by investigating other contextual factors for crisis communication, such as platform use.
Keywords: crisis communication, crisis response strategy, tone of voice
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