Thesis From Kansas State: Twitter, Crisis Communication, and Brand Reputation

A thesis from Kansas State University: Understanding the effects of Twitter-based crisis communications strategies on brand reputation. “The Situational Crisis Communications Theory (SCCT) states that what organizations say to various publics during a crisis should influence the extent of the reputational and financial damage a crisis can inflict on the organization’s image. Past research has focused on distinguishing types of crises and what crisis-communication strategies should be used with traditional media. Research exists, but looks at social media and its effects on brand reputation during a crisis via case studies or is an experimental design focused on the information source. There is a lack of controlled experimental studies that investigate the role of social media in crisis-communications strategies.” You can download the thesis (11MB PDF) from this page.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s