期刊
PUBLIC RELATIONS REVIEW
卷 42, 期 5, 页码 903-912出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.pubrev.2016.10.004
关键词
Paracrisis; Social media; Crisis communication; Self-mocking; Humor; Parasocial relationship
Through qualitative and quantitative content analyses, this study examines China's largest e-commerce company, Alibaba, and its successful management of a paracrisis on social media. The study indicates that during the early paracrisis stage, Alibaba was successful at averting a social media reputation crisis by adopting the crisis response strategy of humorous self-mockery. The study also illustrates the importance of utilizing a CEO's personality and parasocial relationship in a crisis response, of choosing a communication style well suited to social media, and of analyzing existing public sentiment towards social media crisis communication. (C) 2016 Elsevier Inc. All rights reserved.
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