THE ROLE OF CUSTOMER BRAND COMMITMENT IN THE EFFECTIVENESS OF CRISIS RESPONSE STRATEGIES IN SOCIAL MEDIA: REVIEW OF EMPIRICAL EVIDENCE
(주)코리아스칼라
- 최초 등록일
- 2016.08.09
- 최종 저작일
- 2016.07
- 20페이지/ 어도비 PDF
- 가격 5,500원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Sasithorn Suwandee, Aurathai Lertwannawit
영어 초록
In this paper, we review the influence of crisis response strategies in social media on attitude recovery in relation to customer brand commitment. We extend the situational crisis communication theory and the social-mediated crisis communication model to include the role of audience characteristics (i.e., customer brand commitment). The effects of crisis response strategies (i.e., defensive, accommodative) and electronic word of mouth antecedents are discussed because source factors, message factors, and audience factors lead to attitude recovery. We also introduce a framework of the impacts of brand crisis response strategies on customer attitude recovery after exposure to negative word of mouth and response strategies in social media.
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