Sustainability, Vol. 13, Pages 10845: Exploring Negative Spillover Effects on Stakeholders: A Case Study on Social Media Talk about Crisis in the Food Industry Using a Data Mining Technique
Sustainability doi: 10.3390/su131910845
Focusing on public-centered, social-mediated crisis communication, the current exploratory study drew on situational crisis communication theory to formulate a comprehensive view of consumer reactions to crisis. Data mining and automated content analysis techniques were utilized to analyze social media posts by the public during a crisis in the cereals industry. Two path analyses showed that: a) crisis-related social media posts tended to skip over competitor brand products, followed by two major reaction paths—1) a rational path based on guilt attribution that justifies implications for the company and 2) an emotional path associated with public distrust; and b) public self-blame spilled over to other stakeholders such as the government and economic system. The results give voice to issues that concern the public during crises, both as individuals and as a community. They highlight the fact that sustainable crisis management should involve additional stakeholders. Conclusions and implications for society and practice are suggested.
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