Effects of crisis response tone and spokesperson's gender on employer attractiveness |
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| Affiliation: | 1. Oxford Brookes University, Oxford Brookes Business School, Clerici 2.33, Headington Campus, Oxford, OX3 0BP, UK;2. Beijing Hospitality Institute, China;1. Dedman College of Hospitality Management, Florida State University, Tallahassee, FL, 32306-2541, United States;2. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, TX, United States;3. School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, SC, 29208, United States;1. ESSEC Business School, 95021, Cergy Pontoise Cedex, France;2. NYU School of Professional Studies, Jonathan M. Tisch Center of Hospitality, New York, NY, 10003, United States;1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Dr. #227, Houston, TX, 77204, United States;2. Department of Hotel Management, Cheju Halla University, 28 Halladae-gil, Heungeop-myeon, Wonju-si, Gangwon-do, South Korea;3. Chaplin School of Hospitality & Tourism Management, Florida International University, Biscayne Bay Campus, 3000 Northeast 151 Street, North Miami, LF, 33181, United States;1. Mugla, Turkey;2. Institute of International Business and Governance, Lee Shau Kee School of Business and Administration, The Open University of Hong Kong, 30 Good Shepherd St, Ho Man Tin, Kowloon, Hong Kong Special Administrative Region;3. Faculty of Administrative Science, Abdullah Gul University, Kayseri, Turkey;4. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong;1. College of Management, Shenzhen University, Shenzhen, China;2. School of Management, Xiamen University, Xiamen, China;3. Organizational Behavior and Human Resource Management Department, China Europe International Business School (CEIBS), Shanghai, China;4. Faculty of Business and Economics, The University of Hong Kong, Hong Kong, China;5. School of Management, CISME, Zhijiang College, Zhejiang University of Technology, Hangzhou, China |
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| Abstract: | Timely apologies to key publics on social media are becoming an important aspect of crisis recovery but little is known of how the spokesperson’s characteristics and the tone of apology may influence the outcome. Recognising the importance of the need to attract quality workforce, this study examines the impact of social media response to a preventable crisis on organisational attractiveness. Specifically, a 2 (message tone: corporate/formal vs. human/informal) x 2 (spokesperson’s gender: male vs. female) between-subjects factorial design was used to test the effectiveness of an apology. The results suggest a significant moderated mediation effect. We find that account acceptance mediates the relationship between message tone and organisational attractiveness, and this effect is conditional on gender of the spokesperson. The results are relevant to crisis managers and brand managers that seek to attract and retain talents. |
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| Keywords: | Crisis communication Organisational attractiveness Social media Framing Gender |
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