EMOTIONS AND CULTURE IN CRISIS COMMUNICATION: A MIXED RESEARCH

Öz

Crisis type and crisis response strategy are among the factors that shape the crisis communication practices of a corporation. Crisis communication, which indicates what corporations say and do in a crisis, is related to culture and emotion structures. Therefore, the purpose of this study is to analyse the effect of crisis type and response strategies on emotions and purchase intentions and to evaluate the field of crisis communication in the context of the “uncertainty avoidance” dimension of culture. In accordance with the stated objective, first in the research a 2x2 between-groups factorial design was designed. Qualitative data collected by focus group interview technique were interpreted by thematic analysis method. It was observed that purchase intention did not differ significantly according to the crisis type but differed significantly for the crisis response strategy. It was determined that various emotions differed in terms of both crisis type and crisis response strategy. As a result of the analysis of qualitative data, a total of five themes emerged.

Anahtar Kelimeler

• Crisis Communication,Crisis Types,Crisis Response Strategies,Emotions and Culture

KRİZ İLETİŞİMİNDE DUYGULAR VE KÜLTÜR: KARMA BİR ARAŞTIRMA

Öz

Kriz türü ve kriz tepki stratejisi bir kurumun yöneldiği kriz iletişimi pratiklerini şekillendiren unsurlar arasındadır. Kurumların bir kriz durumunda ne söylediğini ve ne yaptığını belirten kriz iletişimi kültür ve duygu yapıları ile ilişkilidir. Dolayısıyla bu araştırmanın amacı kriz türünün ve tepki stratejilerinin duygular ve satın alma niyeti üzerindeki etkisini incelemek ve kriz iletişimi alanını kültürün boyutlarından biri olan “belirsizlikten kaçınma” boyutu bağlamında değerlendirmektir. Belirtilen amaç doğrultusunda araştırmada ilk olarak 2x2 faktörlü gruplar arası faktöryel bir desen tasarlanmıştır. Odak grup görüşme tekniği ile toplanan nitel veriler ise tematik analiz yöntemiyle değerlendirilmiştir. Satın alma niyetinin, kriz türü açısından anlamlı bir farklılık göstermediği fakat kriz tepki stratejisine göre anlamlı bir farklılık gösterdiği ortaya çıkmıştır. Çeşitli duyguların ise hem kriz türü hem de tepki stratejisi açısından anlamlı bir farklılık sergilediği belirlenmiştir. Nitel verilerin analizi sonucunda ise toplam beş tema ortaya çıkmıştır.

Anahtar Kelimeler

• Kriz İletişimi,Kriz Türleri,Kriz Tepki Stratejileri,Duygular ve Kültür

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