Crisis communication strategy on social media and the public's cognitive and affective responses: a case of Foster Farms salmonella outbreak

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Chung, Surin (author) and Lee, Suman (author)
    Format:
    Journal article
    Publication Date:
    2016
    URL:
    https://www.researchgate.net/publication/305650676_Crisis_Communication_Strategy_on_Social_Media_and_Public's_Cognitive_and_Affective_Responses_A_Case_of_Foster_Farms_Salmonella_Outbreak
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 99 Document Number: D10875
    Journal Title:
    Communication Research Reports
    Journal Title Details:
    33(4) : 341-348
    Subject Term:
    appeals (message), attitudes, consumers, crisis communication, information issues, message content, poultry, public attitudes, risk communication, diseases, crisis management, social media, Twitter, Facebook, and information effects
    Notes:
    This study examined an organizations’ crisis communication strategy (i.e., crisis response strategy and technical translation strategy) on social media and publics’ cognitive and affective responses. Twenty crisis communication messages posted by Foster Farms regarding a salmonella outbreak and 349 public responses were analyzed. The results showed that a technical translation strategy generated more public acceptances of message and more positive emotions than a crisis response strategy. A crisis response strategy generated more public rejections of message and more negative emotions than a technical translation strategy.

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