Exploring the Social Broadcasting Crisis Communication: Insights from the Mars Recall Scandal

Ma, Jie, Tse, Ying Kei, Sato, Yuji, Zhang, Minhao and Lu, Zhou (2020) Exploring the Social Broadcasting Crisis Communication: Insights from the Mars Recall Scandal. Enterprise Information Systems. ISSN 1751-7575 (In Press)

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Official URL: https://doi.org/10.1080/17517575.2020.1765023

Abstract

This study aims to investigate how Twitter has been used during an international product recall. Based on the SMCC model and the Crisis Response framework, the study proposes a new crisis communication model (SBCC) to analyse the 2016 Mars product recall tweet dataset. The study finds that the platform has mainly been used to ask questions and spread negative information from the news media. It also finds that the information diffusion (retweeting) has positive associations with the number of followers and the use of Hashtags. These findings suggest how organisations should supervise crisis communication and hence can protect reputational assets.

Item Type: Article
Uncontrolled Keywords: Social media, Social broadcasting crisis management, Crisis communication, Twitter mining
Subjects: N100 Business studies
N500 Marketing
P900 Others in Mass Communications and Documentation
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 05 May 2020 08:10
Last Modified: 27 Aug 2020 15:45
URI: http://nrl.northumbria.ac.uk/id/eprint/43000

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