The importance of source credibility in crises to maintain corporate reputation in a socially mediated era: A mediating role of source credibility

The importance of source credibility in crises to maintain corporate reputation in a socially mediated era: A mediating role of source credibility

Accepted for presentation at the International Public Relations Research Council Conference, Orlando, FL, March 5-7, 2020.

Abstract: This paper aims examines how different source of information affect public’s forgiveness and corporate reputation when an organization employ crisis response strategies. A 2 (crisis strategies: defensive vs accommodative) x 3 (source: organization, CEO, employee) between-subjects experiment design will be conducted to explore the relationship among variables.

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