Suchergebnisse

Focusing on public-centered, social-mediated crisis communication, the current exploratory study drew on situational crisis communication theory to formulate a comprehensive view of consumer reactions to crisis. Data mining and automated content analysis techniques were utilized to analyze social media posts by the public during a crisis in the cereals industry. Two path analyses showed that: (a) crisis-related social media posts tended to skip over competitor brand products, followed by two major reaction paths—(1) a rational path based on guilt attribution that justifies implications for the company and (2) an emotional path associated with public distrust ; and (b) public self-blame spilled over to other stakeholders such as the government and economic system. The results give voice to issues that concern the public during crises, both as individuals and as a community. They highlight the fact that sustainable crisis management should involve additional stakeholders. Conclusions and implications for society and practice are suggested.

Corporate brand storytelling is gaining significance as social media and company websites become crucial avenues for consumer engagement. As part of an effort to create engagement with the brand story across all platforms, the current article suggests combining myths' elements. Adopting the literary approach to myths, this paper defines myth as a narrative that holds significance among its followers. Based on previous research, this paper proposes a corporate brand storytelling model encompassing story, meaning, ritual, and transmedia dimensions. To assess how leading corporate brands use storytelling elements across their online platforms a quantitative content analysis was performed. Four key insights were derived from the study. First, storytelling should be systematically managed and studied according to our model. Second, rituals and transmedia are underutilized in integrating and disseminating brand storytelling. Third, storytelling should extend beyond paid advertising to achieve desired outcomes. Lastly, the incorporation of mythmaking and storytelling highlights the significance of cultural aspects, urging multinational brands to integrate local cultural elements.

The COVID-19 vaccine has become a strategic vehicle for reducing the spread of the pandemic. However, the uptake of the vaccine by the public is more complicated than simply making it available. Based on social learning theory, this study examines the role of communication sources and institutional trust as barriers and incentives as motivators of people's attitudes toward vaccination and actual vaccination. Data were collected via an online panel survey among Israelis aged 18–55 and then analyzed using structural equation modeling (SEM). Findings show that social media trust negatively mediates the effect of exposure to information on the vaccine on attitudes toward vaccination. However, mass media trust and institutional trust positively mediate this relationship. Incentives were effective motivators for forming positive attitudes and moderating the effect of institutional trust on attitude toward vaccination. This study facilitates a deeper understanding of health communication theory in pandemics and makes important recommendations for practitioners and policy makers.

AbstractCoronavirus and other prevailing viruses continue to remain a health threat and challenge the efforts of institutions to promote vaccination acceptance. The current study's aim is to propose a conceptual framework explaining the role of individual motivators (such as self-interest and collective interest) in shaping attitudes toward vaccination while emphasizing the pivotal role of institutional trust as a mediator and gender as a moderator. Data were collected via an online panel survey among Israelis (N = 464), and SEM statistics were used to test the model empirically. The path analysis model supports the positive direct effect of collective interest and the negative effect of self-interest. Additionally, it shows an indirect effect through the mediation effect of institutional trust and gender moderation. Therefore, institutional trust may significantly influence self-interest people's attitudes toward vaccines. Furthermore, since females process information more comprehensively, their developed trustworthiness in institutions has an increased impact on vaccine acceptance. Theoretical and practical implications are discussed.

The COVID-19 vaccine has become a strategic vehicle for reducing the spread of the pandemic. However, the uptake of the vaccine by the public is more complicated than simply making it available. Based on social learning theory, this study examines the role of communication sources and institutional trust as barriers and incentives as motivators of people's attitudes toward vaccination and actual vaccination. Data were collected via an online panel survey among Israelis aged 18–55 and then analyzed using structural equation modeling (SEM). Findings show that social media trust negatively mediates the effect of exposure to information on the vaccine on attitudes toward vaccination. However, mass media trust and institutional trust positively mediate this relationship. Incentives were effective motivators for forming positive attitudes and moderating the effect of institutional trust on attitude toward vaccination. This study facilitates a deeper understanding of health communication theory in pandemics and makes important recommendations for practitioners and policy makers.