企业官方微博的沟通策略、议题设置与负面口碑管理

Impact of Debt Financing Cost on Corporate Innovation

网络微博是网民沟通交流的有效渠道。本文基于危机传播理论、用户口碑和网络社会关系理论,选取了网游公司的官方微博数据作为研究样本,分析在危机情境下沟通策略的有效性。研究发现:危机事件发生后,网络用户聚集式群体关注行为会激发更多的负面评论;忽视危机事件程度大小一概而论地采用官方申明的做法会导致用户对事件的误判,引发更多负面评价和话题延伸;通过机制检验发现:官方主动发挥议题设置的功能在回应危机事件方式和负面评论量的关系中起到减弱的调节作用。数字化时代,企业应重视网络微博口碑管理;根据危机事件的大小和影响程度合理甄选官方发言人;官方除了进行主动、及时的回应外,还应发挥网络议题设置的积极作用。

Online microblog is an effective channel for netizens to communicate.Based on the theory of crisis communication,online users'word-of-mouth and social network theory,this paper selects the official microblog data of online game companies as research samples to analyze the effectiveness of communication strategies in crisis situations.It is found that after the crisis event,the network users gathering group attention will stimulate more negative comments;ignoring the degree of the crisis events and generalizing about the official statement can lead to misjudgment by users and cause more negative comments and topic extension;through the mechanism test,it is found that the official active function of issue setting plays a weakened role in regulating the relationship between the way of responding to crisis events and the number of negative comments.In the digital age,enterprises should pay attention to the management of online microblog word-of-mouth.It is necessary to reasonably select an official spokesman according to the impact of the crisis event.In addition to making active and timely responses,the enterprise should also plays a positive role in setting the network agenda.