上市公司网络舆情危机形成路径研究

Research on the Formation Path of Online Public Opinion Crisis of Listed Companies

[目的/意义]互联网和社交媒体对信息扩散速度的影响,使得上市公司面临网络舆情事件时更容易引发舆情危机,进而带来难以估计的损失,基于组态视角探索网络舆情危机形成路径有助于掌握危机形成的复杂因果关系,帮助公司采取主动和积极的策略应对和化解危机。[方法/过程]从公众、媒体、话题、政府和公司5个维度出发,采集24个具有代表性的微博话题数据,运用模糊集定性比较分析(fsQCA)方法,对上市公司网络舆情危机形成路径进行探究分析。[结果/结论]网络舆情危机的形成是多个主体因素共同作用的结果,公众、媒体、政府和公司的相互作用共形成两种产生舆情危机的路径,即公司主导型危机和多元主体联动型危机,其中公司主导型危机更具代表性。

[Purpose/significance] The influence of the Internet and social media on the speed of information diffusion makes listed companies more prone to public opinion crises when faced with online public opinion events,which in turn bring about incalculable losses.Exploring the formation path of online public opinion crises based on a histological perspective helps grasp the complex cause-and-effect relationship of crisis formation and helps companies adopt proactive and positive strategies to cope with and resolve crises.[Method/process] This paper explores and analyses the formation paths of online public opinion crises among listed companies by collecting data on 24 representative microblog topics from five dimensions:public,media,topic,government and company,and applying the fsQCA method.[Result/conclusion] The study shows that the formation of online public opinion crises is the result of the joint action of several factors,and the interaction between the public,media,government and companies forms two paths to generate public opinion crises,namely company-led crises and multi-corporate linked crises,among which company-led crises are more representative.