关键词:

在线风暴, 危机利益相关者, 用户生成内容, 负面信息扩散, 企业回应

Abstract:

Based on the user posts under the topic of enterprise crisis events in Weibo, this paper explores the impact of multiple subjects’ engagement on negative user-generated content (UGC) in online firestorms. The data is analyzed by using the regression model and the gray correlation analysis. It is found that in the online firestorm caused by corporate crisis, there is a significant positive correlation between the proportion of negative posts in the public opinions prior to central enterprises’ response and the proportion of negative UGC of ordinary users. The more positive the valence of the central enterprises’ response posts, the lower proportion of negative UGC of ordinary users. However, the volume of the central enterprises’ response posts has no significant correlation with it. After the central enterprises’ response, the negative posting proportion of opinion leaders and online news media is significantly positively correlated with the negative UGC proportion of ordinary users, while that of government agencies is negatively correlated. Besides, the influence of each subject on ordinary users’ negative posting from strong to weak is as follows: opinion leaders, public opinion, online news media, and government agencies.

Key words:

online firestorm, crisis stakeholder, user-generated content, negative information diffusion, enterprise response