Self-mocking crisis strategy on social media: Focusing on Alibaba chairman Jack Ma in China
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AbstractThrough qualitative and quantitative content analyses, this study examines China's largest e-commerce company, Alibaba, and its successful management of a paracrisis on social media. The study indicates that during the early paracrisis stage, Alibaba was successful at averting a social media reputation crisis by adopting the crisis response strategy of humorous self-mockery. The study also illustrates the importance of utilizing a CEO's personality and parasocial relationship in a crisis response, of choosing a communication style well suited to social media, and of analyzing existing public sentiment towards social media crisis communication. (C) 2016 Elsevier Inc. All rights reserved.
All Author(s) ListKim S, Zhang XCA, Zhang BRW
Journal namePublic Relations Review
Volume Number42
Issue Number5
Pages903 - 912
LanguagesEnglish-United Kingdom
KeywordsCrisis communication, Humor, Paracrisis, Parasocial relationship, Self-mocking, Social media
Web of Science Subject CategoriesBusiness; Business & Economics; Communication

Last updated on 2020-06-07 at 02:21