Programme Deputy Director and Associate Professor,
M.S.Sc. in Corporate Communication Programme,
School of Journalism and Communication,
CUHK, Hong Kong

Sora Kim is an associate professor in the School of Journalism and Communication at The Chinese University of Hong Kong. She earned her Ph.D. degree from the University of Tennessee. Her research interests include corporate social responsibility communication, and crisis communication management. Her work has been published at Journalism & Mass Communication Quarterly, Journal of Public Relations Research, Journal of Advertising, Journal of Business Ethics, Public Relations Review, and other international communication related journals. She was awarded a Page Legacy Scholar grant from Arthur W. Page Center and a general research fund (GRF) grant from HK Research Grants Council.

Title and Abstract:

The Use of CEO Personality in Crisis Communication on Social Media

This study examined China’s largest ecommerce company Tmall’s use of crisis strategy and CEO personality to avert a social media reputation crisis on Weibo. The combination of qualitative textual analysis and quantitative content analysis of a social media crisis revealed the importance of developing crisis response strategies based on existing public sentiments and imbuing corporate social media communication with CEO personality. The study also offers insights into crisis communication in the context of Chinese social media.
 

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