조직체 최고경영자 트위터를 통한 선제적 위기정보공개전략 연구

초록

As crisis management in social media cycles with real-time communication,a CEO’s Twitter is considered to be a well-fitted crisis communication channel to effectively respond to any crisis. This study investigates the effects of a CEO’s stealing thunder via Twitter–a proactive tweeting strategy for self-disclosing crisis information. Results from experimental data suggest that the incident of a CEO’s stealing thunder during a crisis,as opposed to situations of the non-tweeting, the organization’s tweeting,and a news media’s tweeting on the crisis, had higher levels of credibility and lower levels of negative word-of-mouth ratings in regards to the organizational crisis response. The results show that proactive self-disclosure of crisis information through a CEO’s Twitter could be an effective strategy for crisis management to cope within the one-click social media environment.

키워드