The impact of company-generated posts with crisis-related content on online engagement behavior
Journal of Business Research
; 164:114021, 2023.
Article
in English
| ScienceDirect | ID: covidwho-2324139
ABSTRACT
During the COVID-19 crisis, social media platforms have been important tools for companies to interact with customers/users. Despite the importance of good communication during a crisis, insights into what kind of crisis-related content companies should publish are rare. This study addresses this research gap by investigating the direct and moderation effects of company-generated posts with crisis-related content on online engagement behavior. It also examines the relationship of specific post attributes with OEB and the moderation effects of post types. A content analysis of 2,600 posts on 20 Facebook brand pages reveals that posts which implicitly address the pandemic directly enhance OEB;posts showcasing company employees, however, decrease OEB. Crisis-related content and certain post types have a moderation effect on OEB. The authors conducted follow-up interviews which confirmed these findings. This study suggests ways that companies can improve their crisis communication to interact with customers/users in a more engaging way.
Full text:
Available
Collection:
Databases of international organizations
Database:
ScienceDirect
Type of study:
Cohort study
/
Experimental Studies
/
Prognostic study
/
Qualitative research
Language:
English
Journal:
Journal of Business Research
Year:
2023
Document Type:
Article
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