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Exploring the social broadcasting crisis communication: insights from the mars recall scandal

Lookup NU author(s): J Ma

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Abstract

© 2020, © 2020 Informa UK Limited, trading as Taylor & Francis Group. This study aims to investigate how Twitter has been used during an international product recall. Based on the SMCC model and the Crisis Response framework, the study proposes a new crisis communication model (SBCC) to analyse the 2016 Mars product recall tweet dataset. The study finds that the platform has mainly been used to ask questions and spread negative information from the news media. It also finds that the information diffusion (retweeting) has positive associations with the number of followers and the use of Hashtags. These findings suggest how organisations should supervise crisis communication and hence can protect reputational assets.

Publication metadata

Author(s): Ma J, Tse YK, Sato Y, Zhang M, Lu Z

Publication type: Article

Publication status: Published

Journal: Enterprise Information Systems

Year: 2021

Volume: 15

Issue: 3

Pages: 420-443

Online publication date: 28/06/2020

Acceptance date: 30/04/2020

ISSN (print): 1751-7575

ISSN (electronic): 1751-7583

Publisher: Taylor and Francis Ltd

URL: https://doi.org/10.1080/17517575.2020.1765023

DOI: 10.1080/17517575.2020.1765023

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