دانلود رایگان مقاله استراتژی بحران خودکشی در رسانه های اجتماعی: تمرکز بر جی م، رئیس هیات Alibaba در چین

abstract

Through qualitative and quantitative content analyses, this study examines China’s largest e-commerce company, Alibaba, and its successful management of a paracrisis on social media. The study indicates that during the early paracrisis stage, Alibaba was successful at averting a social media reputation crisis by adopting the crisis response strategy of humorous self-mockery. The study also illustrates the importance of utilizing a CEO’s personality and parasocial relationship in a crisis response, of choosing a communication style well suited to social media, and of analyzing existing public sentiment towards social media crisis communication.

7. Conclusion

Through investigating TMall’s social media paracrisis case,this study has emphasized the importance, in a crisis response, of actively utilizing CEO personality, parasocial relationships, a sense of humor, and a social media communication style. Future research should empirically examine how and when these aspects can work better in managing a paracrisis online to provide a better direction to practitioners and further enhance the theoretical understanding of social media crisis management. All in all, the study suggests that a self-mocking crisis response strategy can be adopted as a defense tool against the paracrisis accusation. And it can be effective when aligned well with a sense of humor and a particular social media culture, enhancing public resistance to negative online attacks.