Xin, Baogui, Gruda, Dritjon and Ojo, Adegboyega (2022) Is it too late now to say we’re sorry? Examining anxiety contagion and crisis communication strategies using machine learning. PLOS ONE, 17 (9). e0274539. ISSN 1932-6203
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Abstract
In this paper, we explore the role of perceived emotions and crisis communication strategies
via organizational computer-mediated communication in predicting public anxiety, the
default crisis emotion. We use a machine-learning approach to detect and predict anxiety
scores in organizational crisis announcements on social media and the public’s responses
to these posts. We also control for emotional and language tones in organizational crisis
responses using a separate machine learning algorithm. Perceived organizational anxiety
positively influences public anxiety, confirming the occurrence of emotional contagion from
the organization to the public. Crisis response strategies moderated this relationship, so that
responsibility acknowledgment lowered public anxiety the most. We argue that by accounting for emotions expressed in organizational crisis responses, organizations may be able to
better predict and manage public emotions.
Item Type: | Article |
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Keywords: | Is it too late; we’re sorry; Examining; anxiety; contagion; crisis communication; strategies; machine learning; |
Academic Unit: | Faculty of Social Sciences > School of Business |
Item ID: | 17625 |
Identification Number: | 10.1371/journal.pone.0274539 |
Depositing User: | Jon Gruda |
Date Deposited: | 02 Oct 2023 14:22 |
Journal or Publication Title: | PLOS ONE |
Publisher: | Public Library of Science |
Refereed: | Yes |
Related URLs: | |
URI: | https://mural.maynoothuniversity.ie/id/eprint/17625 |
Use Licence: | This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here |
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