期刊
JOURNAL OF BUSINESS RESEARCH
卷 135, 期 -, 页码 99-111出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2021.06.030
关键词
COVID-19; Crisis communication; Engagement; Facebook; Social media; Twitter
类别
This study explores social media users' behavioral manifestations toward the COVID-19 crisis, identifying nine forms and six drivers and developing a framework of relationships between these forms and drivers through netnography and in-depth interviews. The findings provide a better understanding of social media engagement toward the crisis, helping marketers to communicate more effectively during and beyond a global crisis.
Social media constitutes a pervasive communication media that has had a prominent role during global crises. While crisis communication research suggests that individuals use social media differently during a crisis, little is known about what forms of engagement behavior may emerge and what drivers may lead to different forms of social media users' engagement behavior toward a global crisis. This study uses netnography and in-depth interviews to explore social media users' behavioral manifestations toward the COVID-19 crisis; thereby, we identify nine forms and six drivers and develop a framework of relationships between these forms and drivers. Those findings provide a better understanding of social media engagement toward the crisis from individual users' perspectives, which helps commercial and non-commercial marketers to determine the users' sentiments and reactions reflected in their engagement behaviors, hence, communicate more effectively and in a more engaging way during and beyond a global crisis.
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