Crisis management on social media: Effect of pre-crisis inoculation strategy and midst-crisis organizational interactivity

Negative user-generated contents on social media can result in detrimental impact on organizational reputation should a crisis occurs. In the present study, we sought to examine the effectiveness of implementing pre-crisis inoculation and increasing midst-crisis organizational interactivity on bolstering crisis management outcomes. Through a three-phase online experiment taking the 2 (inoculation: absence vs. presence) x 2 (organizational interactivity: low vs. high) between-subjects design (N = 184), we found that while inoculation or interactivity alone could mitigate some unfavorable crisis-related perceptions and attitude, the combination of these two strategies brought in most consistent benefits to alleviating crisis-caused reputational damage. Implications and future work are discussed.