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커뮤니케이션 전략과 매체에 따른 공중의 위기 커뮤니케이션 수용 정도
이영한 ( Young Han Lee ),서연경 ( Yeon Kyeong Seo ),남호영 ( Ho Yeong Nam ),황고은 ( Go Eun Hwang ),성민정 ( Min Jung Sung ) 한국PR학회 2012 PR연구 Vol.16 No.1
The current study investigated how the type of media influences the effectiveness of crisis communication strategies. According to the findings, the level of acceptance was higher when an accommodative strategy was adopted compared to a defensive strategy. The type of media-newspaper, internet news, corporate blog, and corporate twitter-had a significant influence on the level of acceptance. Furthermore, an interaction effect was found between the type of media and the type of crisis communication strategy. For example, the level of acceptance was highest when the accommodative strategy was used through the corporate blog whereas the level of acceptance was lowest through the internet news. On the other hand, when the defensive strategy was used, the level of acceptance was highest with the internet news, while the corporate blog showed the lowest level of acceptance.