Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/141405
|
| Title: | 社群危機溝通中組織聲譽之調節效果與背叛感知的中介影響 ——以臉書個資外洩事件為例
The Moderating Role of Organizational Reputation and the Mediating Effect of Perceived Betrayal in Social Crisis Communication: A Case Study of Facebook Data Scandal |
| Authors: | 汪家盈
Wang, Chia-Ying |
| Contributors: | 鄭怡卉
汪家盈
Wang, Chia-Ying |
| Keywords: | 危機溝通
社群媒體
危機回應策略
背叛感知
負面口碑
crisis communication
social media
crisis response strategy
perceived betrayal
negative word-of-mouth |
| Date: | 2022 |
| Issue Date: | 2022-08-01 19:02:47 (UTC+8) |
| Abstract: | 以臉書個資外洩事件做為背景情境，本研究旨在探討危機溝通中的利益關係人感知與回應的過程。學理概念上，本研究融合了危機情境溝通理論（Coombs & Holladay, 2007）、違反期望理論（Burgoon & Hale, 1988），以及解決問題之情境理論（Kim & Grunig, 2011），探索危機溝通中的心理機制，以了解過去組織聲譽和自我揭露可能交互作用，如何影響社群媒體上負面口碑的傳散。危機情境主要借助2018年臉書執行長於隱私權危機事件發生後的兩篇聲明稿，作為遞減型和重建型不同回應策略的情境。
所搜集的問卷資料透過結構方程模型分析後發現，遞減型回應的危機情境會強化背叛感知，而背叛感知中介咎責歸因與回應感知的失衡，催化了社群媒體上負面口碑的傳播；另一方面，研究結果也印證了組織聲譽的重要意義，扮演了社群危機溝通過程中前端的關鍵調節角色。本研究結果有助解釋過往對於相關變項的矛盾之處，實務上也有助公關管理人員省思危機溝通工作的複雜性，尤其在經營組織聲譽與處理危機事件時，必須協助組織承擔起相對應的社會責任，與回應公眾的期望。
Using the Facebook data breach crisis as a case background, the current study was aimed to explicate the mechanism of stakeholder perceptions and reactions in a corporate crisis. The proposed model integrated the theoretical propositions in the Situational Crisis Communication Theory (Coombs & Holladay, 2007), Expectancy Violation Theory (Burgoon & Hale, 1988), as well as the Situational Theory of Problem Solving (Kim & Grunig, 2011). More specifically, the study examined the process of how corporate reputations and self-disclosure may interact to influence the negative word-of-mouth on social media.
The survey data was analyzed with structural equation modeling. It was found that diminishing response were likely to elicit stronger sense of betrayal, which served as a mediator for negative word-of-mouth on social media. Meanwhile, the results also indicated the corporate reputation played a pivotal role in the early process of crisis communication. This not only helped explain the inconsistent findings on the impact of pre-existing corporate reputations in crisis communication, but also shed more light on the psychological mechanism of crisis reactions. The findings implied that corporate reputation was a complex task of public relations management and required awareness of corporate social responsibility on par with public expectations. |
| Reference: | Al-Rawi, A. (2019). Networked emotional news on social media. Journalism Practice, 14(9), 1–17.
Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal relationships. New York: Holt, Rinehart & Winston.
Akram, W. & Kumar, R. (2017). A Study on Positive and Negative Effects of Social Media on Society. International Journal of Computer Sciences and Engineering, 5(10), 351-354.
Ayyagari, R. (2012). An exploratory analysis of data breaches from 2005-2011: Trends and insights. Journal of Information Privacy and Security, 8(2), 33-56.
Badshah, N. (2018, 12 June). Facebook to contact 87 million users affected by data breach. The Guardian. Retrieved from https://www.theguardian.com/technology/2
018/apr/08/facebook-to-contact-the-87-million-users-affected-by-data-breach
Baty, E. (2018, 9 Apr). Here’s why you may be seeing a warning on your facebook newsfeed today. Cosmopolitan. Retrieved from https://www.cosmopolitan.com
Barkley, K. (2020). Does one size fit all? The applicability of situational crisis communication theory in the Japanese context. Public Relations Review, 46(3), 101911.
Bazarova, N. N. (2012). Public intimacy: Disclosure interpretation and social judgments on Facebook. Journal of Communication, 62(5), 815-832.
Bazarova, N. N., & Choi, Y. H. (2014). Self-disclosure in social media: Extending the functional approach to disclosure motivations and characteristics on social network sites. Journal of Communication, 64(4), 635-657.
Bean, H., Liu, B. F., Madden, S., Sutton, J., Wood, M. M., & Mileti, D. S. (2016). Disaster warnings in your pocket: How audiences interpret mobile alerts for an unfamiliar hazard. Journal of Contingencies and Crisis Management, 24(3), 136–147.
Bennett, C. C. (1967). What price privacy? American Psychologist, 22, 371–376.
Bentley, J. M., & Ma, L. (2020). Testing perceptions of organizational apologies after a data breach crisis. Public Relations Review, 46(5), 101975.
Brauer, M., & Chekroun, P. (2005). The relationship between perceived violation of social norms and social control: Situational factors influencing the reaction to deviance. Journal of Applied Social Psychology, 35(7), 1519-1539.
Brown, H. S. (2016). After the data breach: Managing the crisis and mitigating the impact. Journal of business continuity & emergency planning, 9(4), 317-328.
Brown, M. W., & Cudeck, R. (1993). Alternative Ways of Assessing Model Fit. In K. A. Bollen, & J. S. Long (Eds.), Testing Structural Equation Models (pp. 136-162). Newbury Park, CA: Sage.
Brynielsson, J., Granåsen, M., Lindquist, S., Narganes Quijano, M., Nilsson, S., & Trnka, J. (2018). Informing crisis alerts using social media: Best practices and proof of concept. Journal of Contingencies & Crisis Management, 26(1), 28–40
Burgoon, J. K., & Hale, J. L. (1988). Nonverbal expectancy violations: Model elaboration and application to immediacy behaviors. Communications Monographs, 55(1), 58-79.
Burgoon, M., & Miller, G. R. (1985). An expectancy interpretation of language and persuasion. Recent Advances in Language, Communication, and Social Psychology, 199–229.
Champoux, V., Durgee, J., & McGlynn, L. (2012). Corporate Facebook pages when “fans” attack. Journal of Business Strategy.
Chen, H. S., & Jai, T. M. C. (2019). Cyber alarm: Determining the impacts of hotel’s data breach messages. International Journal of Hospitality Management, 82, 326-334.
Chen, Y. R. R., Hung-Baesecke, C. J. F., & Kim, J. N. (2017). Identifying active hot-issue communicators and subgroup identifiers: Examining the situational theory of problem solving. Journalism & mass communication quarterly, 94(1), 124-147.
Cheng, S. S., Liu, E. Z. F., & Shieh, R. S. (2012). Identifying the factors that attract users to online Q&A discussion forums. Social Behavior and Personality: An International Journal, 40(2), 283-292.
Choi, Y. H., & Bazarova, N. N. (2015). Self-disclosure characteristics and motivations in social media: Extending the functional model to multiple social network sites. Human Communication Research, 41(4), 480-500
Choi, Y., & Lin, Y. H. (2009). Consumer responses to Mattel product recalls posted on online bulletin boards: Exploring two types of emotion. Journal of public relations research, 21(2), 198-207.
Chong, M., & Choy, M. (2018). The social amplification of haze-related risks on the internet. Health Communication, 33(1), 14–21.
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
Claeys, A. S., Cauberghe, V., & Vyncke, P. (2010). Restoring reputations in times of crisis: An experimental study of the Situational Crisis Communication Theory and the moderating effects of locus of control. Public Relations Review, 36(3), 256-262.
Collins, N. L., & Miller, L. C. (1994). Self-disclosure and liking: a meta-analytic review. Psychological bulletin, 116(3), 457.
Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10, 163–176.
Coombs, W. T. (2018). Ongoing crisis communication: Planning, managing, and responding. Sage Publications.
Coombs, W. T., & Holladay, S. J. (1996). Communication and attributions in a crisis- An experimental study in crisis communication. Journal of public relations research, 8(4), 279-295.
Coombs, W. T., & Holladay, S. J. (2002). Helping crisis managers protect reputational assets- Initial tests of the situational crisis communication theory. Management communication quarterly, 16(2), 165-186.
Coombs, W. T., & Holladay, S. J. (2008). Comparing apology to equivalent crisis response strategies: Clarifying apology`s role and value in crisis communication. Public Relations Review, 34(3), 252-257.
Coombs, W. T., & Holladay, J. S. (2012). The paracrisis: The challenges created by publicly managing crisis prevention. Public Relations Review, 38(3), 408-415.
Coombs, W. T., & Schmidt, L. (2000). An empirical analysis of image restoration: Texaco’s racism crisis. Journal of Public Relations Research, 12, 163–178.
Cozby, P. C. (1973). Self-disclosure: A literature review. Psychological bulletin, 79, 73-91.
Derlega, V. J., & Grzelak, J. (1979). Appropriateness of self-disclosure. In G.J. Chelune (Ed.), Self-disclosure: Origins, patterns, and implications of openness in interpersonal relationships (pp. 151-176). San Francisco: Jossey-Bass.
Derlega, V. J., Metts, S., Petronio, S., & Margulis, S. T. (1993). Self-disclosure. Sage Publications, Inc.
Derks, D., Fischer, A. H., & Bos, A. E. (2008). The role of emotion in computer-mediated communication: A review. Computers in human behavior, 24(3), 766-785.
Fediuk, T. A., Pace, K. M., & Botero, I. C. (2010). Crisis response effectiveness: Methodological considerations for advancement in empirical investigation into response impact. The handbook of crisis communication, 221-242
Foecking, N., Wang, M., & Huynh, T. L. D. (2021). How do investors react to the data breaches news? Empirical evidence from Facebook Inc. during the years 2016–2019. Technology in Society, 67, 101717.
Fombrun, C. J., & Gardberg, N. (2000). Who’s top in corporate reputation. Corporate Reputation Review, 3(1), 13–17.
Forest, A. L., & Wood, J. V. (2012). When social networking is not working: Individuals with low self-esteem recognize but do not reap the benefits of self-disclosure on Facebook. Psychological science, 23(3), 295-302.
Franzoi, S. L., & Davis, M. H. (1985). Adolescent self-disclosure and loneliness: private self-consciousness and parental influences. Journal of Personality and Social Psychology, 48(3), 768.
Gibbs, J. L., Ellison, N. B., & Heino, R. D. (2006). Self-presentation in online personals: The role of anticipated future interaction, self-disclosure, and perceived success in Internet dating. Communication research, 33(2), 152-177.
Goffman, E. (1959). The moral career of the mental patient. Psychiatry, 22(2), 123-142.
Graham, S. M., Huang, J. Y., Clark, M. S., & Helgeson, V. S. (2008). The positives of negative emotions: Willingness to express negative emotions promotes relationships. Personality and Social Psychology Bulletin, 34(3), 394-406.
Greene, K., Derlega, V. J., & Mathews, A. (2006). Self-disclosure in personal relationships. The Cambridge handbook of personal relationships (pp. 409-427). New York: Cambridge University Press.
Grégoire, Y., & Fisher, R. J. (2008). Customer betrayal and retaliation: when your best customers become your worst enemies. Journal of the Academy of Marketing Science, 36(2), 247-261.
Grunig, J. E. (1978). Defining publics in public relations: The case of a suburban hospital. Journalism & Mass Communication Quarterly, 55, 109–124.
Gwebu, K. L., Wang, J., & Wang, L. (2018). The role of corporate reputation and crisis response strategies in data breach management. Journal of Management Information Systems, 35(2), 683-714.
Hand, L. C., & Ching, B. D. (2011). " You Have One Friend Request" An Exploration of Power and Citizen Engagement in Local Governments` Use of Social Media. Administrative Theory & Praxis, 33(3), 362-382.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L & Black, W. C. (1996). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Helm, S., & Tolsdorf, J. (2013). How does corporate reputation affect customer loyalty in a corporate crisis? Journal of Contingencies and Crisis Management, 21(3), 144-152.
High, A. C., & Caplan, S. E. (2009). Social anxiety and computer-mediated communication during initial interactions: Implications for the hyperpersonal perspective. Computers in Human Behavior, 25(2), 475-482.
Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Jin, S. A. A. (2013). Peeling back the multiple layers of Twitter’s private disclosure onion: The roles of virtual identity discrepancy and personality traits in communication privacy management on Twitter. New Media & Society, 15(6), 813-833.
Jin, Y., Liu, B. F., & Austin, L. L. (2014). Examining the role of social media in effective crisis management: The effects of crisis origin, information form, and source on publics’ crisis responses. Communication research, 41(1), 74-94.
Joinson, A. N. (2001). Self‐disclosure in computer‐mediated communication: The role
of self‐awareness and visual anonymity. European journal of social psychology, 31 (2), 177-192.
Jones, D. A., & Skarlicki, D. P. (2013). How perceptions of fairness can change A dynamic model of organizational justice. Organizational Psychology Review,
3(2), 138–160.
Jurard, S. M., Lasakow, P. (1958). Some factors in self-disclosure. Journal of Abnormal and Social Psychology, 56, 91-98.
Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of Marketing, 80, 25– 41.
Kim, J. N., & Grunig, J. E. (2011). Problem solving and communicative action: A situational theory of problem solving. Journal of communication, 61(1), 120-149.
Kim, B., Johnson, K., & Park, S. Y. (2017). Lessons from the five data breaches: Analyzing framed crisis response strategies and crisis severity. Cogent Business & Management, 4(1), 1354525.
Kim, S., Krishna, A., & Dhanesh, G. (2019). Economics or ethics? Exploring the role of CSR expectations in explaining consumers’ perceptions, motivations, and active communication behaviors about corporate misconduct. Public Relations Review, 45(1), 76-87.
Kim, J. N., & Ni, L. (2013). Two types of public relations problems and integrating formative and evaluative research: A review of research programs within the behavioral, strategic management paradigm. Journal of public relations research, 25(1), 1-29.
Kim, J.-N., Ni, L., Kim, S.-H., & Kim, J. (2012). What makes people hot? Applying the situational theory of problem solving to hot-issue publics. Journal of Public Relations Research, 24, 144–164.
Kitayama, S., & Tompson, S. (2015). A biosocial model of affective decision making: Implications for dissonance, motivation, and culture. In Advances in experimental social psychology (Vol. 52, pp. 71-137). Academic Press.
Kline, R. B. (1998). Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of psychoeducational assessment, 16(4), 343-364
Krishna, A., & Kim, S. (2020). Exploring customers’ situational and word-of-mouth motivations in corporate misconduct. Public Relations Review, 46(2), 101892.
Kuipers, S., & Schonheit, M. (2021). Data breaches and effective crisis communication: A comparative analysis of corporate reputational crises. Corporate Reputation Review, 1-22.
Labrecque, L. A., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27, 257– 269.
Ledbetter, A. M., Mazer, J. P., DeGroot, J. M., Meyer, K. R., Mao, Y., & Swafford, B. (2011). Attitudes toward online social connection and self-disclosure as predictors of Facebook communication and relational closeness. Communication Research, 38, 27–53.
Lee, S. Y., Kim, Y., & Kim, Y. (2020). The co-creation of social value- what matters for public participation in corporate social responsibility campaigns. Journal of Public Relations Research, 32(5-6), 198–221.
Lei, P. W., & Wu, Q. (2007). Introduction to structural equation modeling: Issues and practical considerations. Educational Measurement: issues and practice, 26(3), 33-43.
Li, Z. C., & Stacks, D. (2017). When the relationships fail- A microperspective on consumer responses to service failure. Journal of Public Relations Research, 29(4), 158–175.
Lin, Z., Guo, Y., & Chen, Y. (2013). Macro-public relations: crisis communication in the age of internet. International Journal of Cyber Society and Education, 6(2), 123-138.
Lin, R., Levordashka, A., & Utz, S. (2016). Ambient intimacy on Twitter. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 10(1), 1-16.
Lin, R., & Utz, S. (2017). Self-disclosure on SNS: Do disclosure intimacy and narrativity influence interpersonal closeness and social attraction? Computers in Human Behavior, 70, 426-436.
Liu, B. F., Austin, L., & Jin, Y. (2011). How publics respond to crisis communication strategies- The interplay of information form and source. Public relations review, 37(4), 345-353.
Liu, J., Li, C., Ji, Y. G., North, M., & Yang, F. (2017). Like it or not: The Fortune 500`s Facebook strategies to generate users` electronic word-of-mouth. Computers in Human Behavior, 73, 605-613.
Lulandala, E. E. (2020). Facebook Data Breach: A Systematic Review of Its Consequences on Consumers’ Behaviour Towards Advertising. Strategic System Assurance and Business Analytics, 45-68.
Macias, W., Hilyard, K., & Freimuth, V. (2009). Blog functions as risk and crisis communication during Hurricane Katrina. Journal of Computer-Mediated Communication, 15, 1–31.
McKenna, K. Y., Green, A. S., & Gleason, M. E. (2002). Relationship formation on the
Internet: What’s the big attraction? Journal of social issues, 58(1), 9-31.
Muindi, B., & Kiarie, C. (2021). University Crises in Africa: A Situational Crisis Communication Theory Case Study of Daystar University, Kenya. Communication: South African Journal of Communication Theory and Research, 47(2), 79-95.
Nguyen, M., Bin, Y. S., & Campbell, A. (2012). Comparing online and offline self-disclosure: A systematic review. Cyberpsychology, Behavior, and Social Networking, 15(2), 103-111.
Palen, L., Vieweg, S., Sutton, J., Liu, S. B., & Hughes, A. (2007). Crisis informatics: Studying crisis in a networked world. In Proceedings of the Third International Conference on E-Social Science (pp. 7-9).
Penrose, J. M. (2000). The role of perception in crisis planning. Public Relations Review, 26(2), 155–171.
Reints, R. (2018, 30 June). Taken a quiz lately? Your Facebook data may have been exposed. Fortune. Retrieved from http://fortune.com/
Sen, R., & Borle, S. (2015). Estimating the contextual risk of data breach: An empirical approach. Journal of Management Information Systems, 32(2), 314-341.
Schultz, F., Utz, S., & Göritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media. Public relations review, 37(1), 20-27.
Schultz, F., & Raupp, J. (2010). The social construction of crises in governmental and corporate communications: An inter-organizational and inter-systemic analysis. Public Relations Review, 36(2), 112-119.
Schneider, E. J., Boman, C. D., & Akin, H. (2021). The Amplified Crisis: Assessing Negative Social Amplification and Source of a Crisis Response. Communication Reports, 34(3), 165-178.
Soscia, I. (2007). Gratitude, delight, or guilt: The role of consumers’ emotions in predicting post consumption behaviors. Psychology & Marketing, 24, 871– 894.
Sha, B. L. (2005). The power of theoretical integration: Merging the situational theory of publics with the elaboration likelihood model.
Shin, K.-A., & Han, M. (2016). The role of negative emotions on motivation and communicative action: Testing the validity of situational theory of problem solving in the context of South Korea. Asian Journal of Communication, 26(1), 76–93.
Sisco, H. F. (2012). Nonprofit in crisis: An examination of the applicability of situational crisis communication theory. Journal of Public Relations Research, 24(1), 1-17.
Stanca, L. (2016). Happiness and new media. In Handbook of research methods and applications in happiness and quality of life. Edward Elgar Publishing.
Sohn, Y. J., & Lariscy, R. W. (2015). A “buffer” or “boomerang?”—The role of corporate reputation in bad times. Communication Research, 42(2), 237-259.
Thompson, J. K., Schaefer, L. M., & Menzel, J. E. (2012). Internalization of thin-ideal and muscular-ideal. Encyclopedia of Body Image and Human Appearance (pp. 499-504). Academic Press.
Utz, S., Schultz, F., & Glocka, S. (2013). Crisis communication online: How medium, crisis type and emotions affected public reactions in the Fukushima Daiichi nuclear disaster. Public relations review, 39(1), 40-46.
Wang, Y., & Dong, C. (2017). Applying social media in crisis communication: A quantitative review of social media-related crisis communication research from 2009 to 2017. International Journal of Crisis Communication, 1, 29–37.
Wang, P., & Park, S. A. (2017). Communication in Cybersecurity: A Public Communication Model for Business Data Breach Incident Handling. Issues in Information Systems, 18(2), 136-147
Ward, J. C., & Ostrom, A. L. (2006). Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of consumer Research, 33(2), 220-230.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological review, 92(4), 548.
Wheeless, L. R., & Grotz, J. (1976). Conceptualization and measurement of reported self‐disclosure. Human communication research, 2(4), 338-346.
Wheeless, L. R., & Grotz, J. (1977). The measurement of trust and its relationship to self‐disclosure. Human Communication Research, 3(3), 250-257
Yalom, I. D. (1985). The theory and practice of group psychotherapy (3rd ed.). Basic Books.
Yan, J., Wei, J., Zhao, D., Vinnikova, A., Li, L., & Wang, S. (2018). Communicating online diet-nutrition information and influencing health behavioral intention: The role of risk perceptions, problem recognition, and situational motivation. Journal of health communication, 23(7), 624-633.
Yang, S. U., Kang, M., & Johnson, P. (2010). Effects of narratives, openness to dialogic communication, and credibility on engagement in crisis communication through organizational blogs. Communication research, 37(4), 473-497.
Zhao, X., Zhan, M., & Ma, L. (2020). How publics react to situational and renewing organizational responses across crises: Examining SCCT and DOR in social-mediated crises. Public Relations Review, 46(4), 101944
Zheng, B., Liu, H., & Davison, R. M. (2018). Exploring the relationship between corporate reputation and the public’s crisis communication on social media. Public Relations Review, 44(1), 56-64.
財團法人台灣網路資訊中心 TWNIC（2020）。台灣網路報告。網址: https://r eport.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.pdf |
| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
107464007 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107464007 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200766 |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 400701.pdf | | 1604Kb | Adobe PDF2 | 96 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
