مقاله انگلیسی رایگان در مورد استراتژی بحران خود کشی رسانه اجتماعی ( الزویر )

elsevier

 

مشخصات مقاله
عنوان مقاله  Self-mocking crisis strategy on social media: Focusing on Alibaba chairman Jack Ma in China
ترجمه عنوان مقاله  استراتژی بحران خودکشی در رسانه های اجتماعی: تمرکز بر جی م، رئیس هیات Alibaba در چین
فرمت مقاله  PDF
نوع مقاله  ISI
سال انتشار

مقاله سال ۲۰۱۶

تعداد صفحات مقاله  ۱۰ صفحه
رشته های مرتبط  روانشناسی
گرایش های مرتبط  روانشناسی بالینی
مجله  بررسی روابط عمومی – Public Relations Review
دانشگاه  دانشکده روزنامه نگاری و ارتباطات، دانشگاه چینی هنگ کنگ، دانشکده علوم انسانی، هنگ کنگ
کلمات کلیدی  بحران، رسانه های اجتماعی، ارتباطات بحران، خودخواهانه، شوخ طبعی، رابطه عاطفی
کد محصول  E4835
نشریه  نشریه الزویر
لینک مقاله در سایت مرجع  لینک این مقاله در سایت الزویر (ساینس دایرکت) Sciencedirect – Elsevier
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
دانلود رایگان مقاله دانلود رایگان مقاله انگلیسی
سفارش ترجمه این مقاله سفارش ترجمه این مقاله

 

بخشی از متن مقاله:
۱٫ Introduction

“I am ordinary. I just look like ET” (Liu, 2014). “I flunked math. Got only 1 point in my first attempt at the National College Entrance Exam; got a 19 the second time, and got an 89 the third time. I never gave up.”(Famous Quotes, 2014“Famous Quotes”, ۲۰۱۴)—Jack Ma, Founder and Chairman of Alibaba Group, China’s largest e-commerce company.

TMall is an online retail site operating under the aegis of Alibaba Group—China’s largest e-commerce company. In November 2013, after being accused of false advertising, TMall came under public scrutiny on Weibo, China’s most popular social media site. Less than an hour after the accusation was made, TMall was the subject of more than 1500 negative comments posted to Weibo and of 10,000 reposts.1 The company was suddenly embroiled in an online reputation paracrisis, as the online public ridiculed the company for using in their ads exaggerated and false data. The public demanded that the government should regulate companies’ advertising. The paracrisis, however, was quickly resolved and in fact turned into a positive public relations opportunity for the company through effective social media crisis communication.

What has become, for public relations professionals, an increasingly important but difficult task is the managing of reputation crises on social media (Aula, 2010; Ott & Theunissen, 2015). Paracrises emerge more often on social media as threats and accusations against organizations are easily visible to the public (Coombs & Holladay, 2012b). Although a paracrisis is not considered a crisis that requires the full activation of a crisis management team, it may, if improperly handled, escalate into a crisis (Veil, Petrun, & Roberts, 2012). Negative public sentiments may go viral in seconds and are less likely to dissipate in the short term (Ott & Theunissen, 2015; Veil et al., 2012). Researchers have recommended some response options (Coombs & Holladay, 2012b) to resolve such reputation paracrises on social media (Aula, 2010). Yet studies have shown that corporations tend to respond by relying more on traditional crisis communication strategies (Coombs & Holladay, 2012a; Ott & Theunissen, 2015). Relatively little research exists on how a corporation should respond to a paracrisis on social media to successfully avert a full-blown reputation crisis (Veil et al., 2012).

ارسال دیدگاه

نشانی ایمیل شما منتشر نخواهد شد. بخش‌های موردنیاز علامت‌گذاری شده‌اند *