NEW ZEALAND'S DEFENCE RELATIONS WITH ASEAN
In: New Zealand international review, Band 40, Heft 4
ISSN: 0110-0262
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In: New Zealand international review, Band 40, Heft 4
ISSN: 0110-0262
In: Labour history: a journal of labour and social history, Heft 87, S. 270
ISSN: 1839-3039
In: International journal of business communication: IJBC ; a publication of the Association of Business Communication, Band 61, Heft 1, S. 18-38
ISSN: 2329-4892
This research explores the potential of non-negative consumer messages to counteract negativity in social media firestorms through emotional contagion. 1,186 tweets were examined in response to a McDonald's Japan service issue, revealing that non-negative messages tend to align emotionally with preceding messages. This suggests a temporary mitigation of negativity. Investigating emotional contagion within social media firestorms challenged the prevailing notion of negativity bias, indicating a focus on maintaining a positive affective state. Practical implications suggest organizations should monitor and acknowledge non-negative messages during crises to identify advocates and gain insights into subnetwork impact. Incorporating elements from contagious non-negative posts in responses can help mitigate reputational damage. This research contributes to a deeper understanding of emotional contagion dynamics in social media firestorms, aiding organizations in managing their online reputation during crises.
In: Ecology and society: E&S ; a journal of integrative science for resilience and sustainability, Band 16, Heft 4
ISSN: 1708-3087