Let those with power speak: The effects of a CEO as a spokesperson and using a video channel during a product-harm crisis and a moral-harm crisis

Ardion Beldad*, Lara von Rosenstiel

*Corresponding author for this work

    Research output: Contribution to journalArticleAcademicpeer-review

    2 Citations (Scopus)
    4 Downloads (Pure)

    Abstract

    Organizations facing a crisis, whether product- or moral-harm, must carefully decide on their crisis response to minimize any crisis-related damage. When responding to a crisis, it is not only the message that matters but also the individual delivering the response and the channel used for responding. To test the effects of crisis spokesperson (CEO vs. public relations officer) and channel type (video vs. text-based) during two types of crises (product- vs. moral-harm) on customers' trust, anger, and purchase intention, a 2 × 2 × 2 between-subjects experiment was conducted with 207 German participants. Analyses show that customers' level of trust and purchase intention are higher and levels of anger lower when a CEO (instead of a PR officer) responds to a crisis and when a video (instead of a text-based channel) is used for the response. Additionally, a CEO responding to a product-harm crisis and using a video channel results in positive outcomes. Furthermore, the effects of spokesperson type and channel type on purchase intention are mediated by trust and anger.

    Original languageEnglish
    Article numbere12503
    JournalJournal of contingencies and crisis management
    Volume32
    Issue number1
    Early online date21 Sept 2023
    DOIs
    Publication statusPublished - Mar 2024

    Keywords

    • UT-Hybrid-D
    • crisis type
    • postcrisis purchase intention
    • trust
    • video-based crisis communication
    • crisis leadership

    Fingerprint

    Dive into the research topics of 'Let those with power speak: The effects of a CEO as a spokesperson and using a video channel during a product-harm crisis and a moral-harm crisis'. Together they form a unique fingerprint.

    Cite this