How to deal with online consumer comments during a crisis? The impact of personalized organizational responses on organizational reputation

作者：

Highlights：

• A personalized response beneficially affects organizational reputation.

• CHV and consumer skepticism sequentially mediate the effect.

• Consumer comment valence moderates the impact of a personalized response.

• A multi-vocal approach that considers consumers’ input is advisable.

摘要

•A personalized response beneficially affects organizational reputation.•CHV and consumer skepticism sequentially mediate the effect.•Consumer comment valence moderates the impact of a personalized response.•A multi-vocal approach that considers consumers’ input is advisable.

论文关键词：Public relations,Crisis communication,Personalization,Conversational human voice,Consumer skepticism,Organizational reputation

论文评审过程：Received 13 December 2016, Revised 29 May 2017, Accepted 30 May 2017, Available online 30 May 2017, Version of Record 12 June 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.05.046