A Crisis Communication Study of Samsung Writers Event

• Main Authors: Rong-Jin Wu, 吳榮晉
• Other Authors: Hui-Chung Yao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/69343464033555426193

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 102 === Crisis communication literature mostly based in SCCT to investigate the effect of crisis communication. However, the consumer variables such as involvement, brand loyalty, and the impact on the crisis communication effects are less ink. This study employed a questionnaire survey to explore the impact of involvement and brand loyalty of consumers on the effects of crisis communication for the case of Samsung Writers Event. The results show that variables of organizational crisis responsibility, organizational reputation, public anger and negative word-of-mouth in different loyalty of consumers was significant differences, events involvement did not have statistically significant on reputation, anger, and NWOM. Thus, brand loyalty was more important than the events involvement in crisis situations. However, for low brand loyalty, high involvement respondents have more intense emotional reaction and generate more negative word-of-mouth than low involvement. In other words, the organization on the different types of consumers, it consider the crisis communication strategy to brand loyalty as classification criteria, will be more effective than the events involvement. Therefore, if considering involvement, the organization should reduce the media reports of crisis events thereby reducing the negative emotions and negative word of mouth for low brand loyalty.