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首页> 外文期刊>Journal of Business Research >Who says what during crises? A study about the interplay between gender similarity with the spokesperson and crisis response strategy
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Who says what during crises? A study about the interplay between gender similarity with the spokesperson and crisis response strategy

机译：谁在危机期间说什么？与发言人的性别相似性与危机应对策略之间相互作用的研究

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摘要

This study examined the relative importance of verbal and visual cues in organizational crisis communication, focusing on the importance of gender similarity between an organizational spokesperson and stakeholders and the moderating role of the crisis response strategy used. The findings indicate that gender similarity is beneficial for organizational reputation because it enhances stakeholder& empathy toward the spokesperson. However, this effect is only found when the spokesperson uses an appropriate crisis response strategy based on the guidelines of situational crisis communication theory. More specifically, when a spokesperson offers a rebuild strategy in the context of a preventable crisis, gender similarity results in more empathy toward the spokesperson and, subsequently, in improved organizational reputation. However, the effect of gender similarity on organizational reputation through empathy toward the spokesperson was not found when a deny strategy was used.
机译：这项研究考察了言语和视觉线索在组织危机沟通中的相对重要性，重点是组织发言人和利益相关者之间性别相似的重要性以及所使用的危机应对策略的调节作用。研究结果表明，性别相似对组织声誉有利，因为它增强了利益相关者和对发言人的同理心。但是，只有在发言人根据情境危机沟通理论的指导原则使用适当的危机应对策略时，才会发现这种效果。更具体地说，当发言人在可预防的危机中提供重建策略时，性别相似会导致对发言人更具同情心，从而改善组织声誉。但是，当使用拒绝策略时，未发现性别相似通过对发言人的同情对组织声誉的影响。

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