The Effect of Social Media on Reputation During a Crisis Event in the Cruise Line Industry |
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| Authors: | Andreas M. Ryschka J. Kay Keels Ruediger Nagel |
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| Affiliation: | 1. Wall College of Business, Coastal Carolina University, Conway, South Carolina, USA;2. University of Applied Sciences Mainz, Mainz, Germany;3. University of Applied Sciences Mainz, Mainz, Germany |
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| Abstract: | ABSTRACTThis research evaluates social media’s role in shaping perceptions of reputation during crisis management in a cruise line setting. Data were collected from respondents in the United States and Germany (N = 334) to explore the influence of speed and clarity of corporate response, brand familiarity, and cultural values on the perception of corporate reputation of a cruise line experiencing a crisis. Results indicated that speed of response using social media, brand familiarity, and cultural values of the respondent affected perceptions of corporate reputation of a cruise line after a crisis. |
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| Keywords: | Corporate reputation crisis management cruise line national culture social media |
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