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The Effects of Spokespersons' Ranks in an Organization and the Type of Selected Media Channels on Public Responses in Crisis Communication

出版	University of Florida, 2012
URL	http://books.google.com.hk/books?id=N09xAQAACAAJ&hl=&source=gbs_api

註釋The purpose of the study is to examine the effects of media channels and spokesperson rank in crisis communication and interaction effects between the two independent variables. Also, this study aimed to investigate the impact of perceived spokesperson credibility on publics' response to crisis communication. This study employed a 2 × 3 between-subjects experimental design: 2 spokesperson rank (CEO vs. employee) * 3 media channels (blog vs. website vs. newspaper). The results showed that although there were no differences in the level of perceived credibility between the CEO and the employee, the crisis response message conveyed by the CEO spokesperson was more effective than the message transmitted by the employee spokesperson in lowering crisis responsibility attributions. Also, this study observed potential advantages for using blogs as a crisis communication channel as it was found that blogs were far more effective in lowering crisis responsibility attributions. However, the interaction effects between media channels and spokesperson's rank were found.