The Effectiveness of Crisis Communication Strategies on Sina Weibo in Relation to Chinese Publics’ Acceptance of These Strategies

With their timely, interactive nature and wide public access, social media have provided a new platform that empowers stakeholders and corporations to interact in crisis communication. This study investigates crisis communication strategies and stakeholders’ emotions in response to a real corporate crisis—the crash of Asiana Airlines Flight 214—in order to enhance our understanding of socially mediated crisis communication. The authors examine 8,530 responses from Chinese stakeholders to crisis communication on the Chinese microblogging Web site Sina Weibo. Their findings suggest that the integrated use of accommodative and defensive communication strategies in the early stage of postcrisis communication prevented escalation of the crisis.