Using Twitter in crisis management for organizations bearing different country-of-origin perceptions

Purpose – The purpose of this paper is to investigate the effects of using Twitter on American stakeholders’ crisis appraisal for organizations originated from two foreign countries with distinctively different perceptions. Design/methodology/approach – This study uses a 2 (medium: Twitter vs news release)×2 (country-of-origin: China vs France) factorial experiment. The participants (n=393) are recruited through the Amazon Mechanical Turk system (Mturks). Findings – The findings suggest that using Twitter substantially mitigates participants’ negative evaluation of the organization undergoing a crisis. Country-of-origin affects how individuals perceive the organization after it has experienced a crisis. In addition, participants’ product involvement intensifies the reputational threat specifically for the organization with a less favorable country-of-origin perception. Originality/value – This study is one of the few empirically based studies in international public relations research, using an experiment...

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