【作者】 江颖；

【导师】 黄敏学；

【作者基本信息】 武汉大学 ， 市场营销， 2023， 博士

【摘要】 社交媒体逐渐成为企业进行品牌传播,与消费者互动和进行公共关系管理的重要渠道。然而社交媒体的去个性化和责任共担使得消费者个体在社交媒体平台上的语言风格逐渐偏离实际生活,语言暴力屡见不鲜,网络风暴不断蔓延,对处于风暴中心的品牌与企业造成极大的负面影响。随着社交媒体中语言暴力和极端不良言论的增加,社交媒体平台均推出了一系列内容调控的功能,然而这些内容调控作为危机应对策略的有效性尚未得到理论与实验检验。为填补过往研究空白,本文旨在探究在社交媒体技术能供性背景下,对社交媒体中的负面舆论传播实行相关内容调控策略的影响。通过执行三项研究,本文分别讨论关闭评论区、删除评论、精选评论对网络风暴围观者的品牌态度以及危机信息传播行为的影响机制。在研究一中,本文基于心理抗拒理论,通过定性与定量分析相结合的方法(包括网络志分析,对照实验等),探究社交媒体危机中企业关闭评论区的评论管理策略对危机信息传播的影响。研究结果表明,品牌关闭评论区将会激发用户较高水平的心理抗拒,进一步降低了用户的品牌宽恕意愿并刺激了他们的危机信息传播行为。其次,相较于防御性回应,研究发现在适应性危机回应中企业关闭评论区(禁止评论)会导致消费者更高水平的心理抗拒与更低的品牌宽恕意愿。在研究二中,本文结合说服知识理论和担保理论,通过3项实验设计验证在网络风暴中的企业评论管理线索背景下企业评论管理线索对消费者态度的影响。研究结果表明,发现企业评论管理线索会引起用户的操纵感,进而降低用户的宽恕意愿,刺激用户的危机信息传播行为。具体来说,用户关注到网络风暴事件,并在该企业的声明帖子下看到了企业评论管理线索,他们会感知到企业对于评论区的操纵,从而降低对企业的宽恕意愿,这导致更大的传播该企业负面事件的意愿。而企业对删评线索提供的解释有助于缓解这一消极影响。在研究三中,本文基于说服知识模型,通过3项面向中国社交媒体用户的实验设计,探究品牌致歉情境下精选评论集特征对消费者宽恕以及危机信息传播行为的影响。研究发现品牌精选完全积极的评论集或是过于凸显积极的评论(将积极评论置于序列前方)将会激发用户较高水平的潜藏动机的推断,进一步降低了用户的品牌宽恕意愿并刺激了他们的危机信息传播行为。其次,在精选评论集平衡性与序列的研究基础上,研究发现捍卫型品牌维护评论(相较于拥护型)为品牌脱罪会导致消费者更强的潜藏动机的推断,而该效应在正-负序列下不显著。本文的研究结果为企业社交媒体危机应对研究做出理论贡献。一方面,本文结合社交媒体的特性,聚焦于品牌负面曝光后围观者的反应,拓展了关于网络风暴与品牌危机影响的研究。另一方面,本文丰富了传统的危机应对策略研究(如否认、道歉补救),引入了社交媒体内容调控功能作为企业进行危机公关的新型应对策略,拓展了内容调控在营销学领域的研究,为之后的社交媒体危机应对策略研究提供了思路与研究方向。鉴于危机信息传播与负面舆论扩散带来的消极影响,本文分析移动互联网社交媒体情境下企业的评论管理行为对围观者品牌危机信息传播意愿和范围的影响,帮助企业客观分析评论管理策略的有效性,为企业更好应对品牌危机提供启示。其次,本文探究网络风暴情境中企业内容调控策略的差异性影响,为企业结合传统危机回应策略与内容调控策略进行社交媒体危机公关提供参考,有助于品牌管理者更好认识并实施社交媒体平台内容调控。此外,通过研究企业评论管理策略的影响,本文为规范社交媒体用户在线行为,平息网络风暴,规范网络舆论氛围,塑造良好网络风气提供了管理借鉴。更多还原

【Abstract】 Social media is becoming an important channel for brand communication,consumer interaction,and public relations management.However,the de-personalization and shared responsibility of social media have led to a spreading online firestorm that has a significant negative impact on the brand.With the increase of verbal violence and extremely negative messages in social media,social media platforms have introduced a series of content moderation functions,but the effectiveness of content moderation as a crisis response strategy has not been tested theoretically or experimentally.To fill the gap,the purpose of this paper is to investigate the impact of content moderation strategies on the spread of negative messages in the context of social media’s technological affordance.This paper discusses the mechanisms by which comment-disabling,comment-deleting,and comment-selecting affect bystanders’brand attitudes and secondary crisis communication behaviors of online firestorms through three studies.In Study 1,drawing from psychological reactance theory,this paper uses a combination of qualitative and quantitative analysis(including netnography,experiments,etc.)to explore the impact of companies’comment-disabling on crisis communication.The results of the study show that comment-disabling triggers stronger psychological reactance among users,further reducing their willingness to forgive the brand and stimulating their crisis communication behavior.Secondly,in the context of accommodative crisis response,it was found that comment-disabling led to higher levels of consumer reactance and lower willingness of brand forgiveness than in defensive response context.In Study 2,drawing from persuasive knowledge theory and vouching theory,this paper investigates the impact of comment-deleting cues on consumer attitudes in an online firestorm through a three-experiment design.The results of the study show that corporate review management cues are found to cause users to feel manipulated and develop negative attitudes toward the company,which in turn causes users to spread negative information about the company.Specifically,users who follow the online firestorm and read the corporate comment management cue under the company’s statement post will perceive the company’s manipulation of the comment section and thus lower their forgiveness towards the company,which lead to a greater willingness to spread the negative message about the company.The explanation of comment-deleting will mitigate this negative effect.In Study 3,based on the persuasive knowledge model,this paper explores the impact of selected comment set characteristics on consumer forgiveness and crisis communication behavior through three experiments for Chinese social media users.The results reveal that a brand’s selection of entirely positive comment sets or overly positive comments(placing positive comments at the front of the sequence)stimulated stronger inferences of ulterior motives,further reducing users’willingness to forgive and stimulating their crisis communication behavior.In addition,the study of and sequence shows that defensive comments(as opposed to supportive comments)trigger stronger inferences of ulterior motives,while the effect was not significant in a positive-negative sequence.The findings of this paper make a theoretical contribution to the study of corporate social media crisis response.This paper extends the research on the influence of online firestorms and brand crises by focusing on the reactions of bystanders after negative publicity.Additionally,this paper enriches traditional crisis response strategies(e.g.denial,apology,and remedy)and introduces the function of social media content moderation as a new response strategy for corporate crisis communication,providing ideas and research directions for subsequent research on social media crisis response strategies.Given the negative impact of crisis communication,this paper analyses the impact of companies’comment management strategies on brand crisis communication among bystanders in social media.The findings help companies to objectively analyze the effectiveness of comment management strategies and provide insights for companies to better respond to brand crises.Secondly,this paper explores the differential impact of companies’content management strategies in the context of online firestorms.These findings help companies to combine traditional crisis response strategies with content moderation strategies for social media crisis communication.In addition,by examining the impact of corporate comment management strategies,this paper provides a management guideline for regulating social media users’online behavior and mitigating online firestorms.更多还原