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Social media crisis communication st...

Lu, Yuxiao.

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Social media crisis communication strategies-a case study of KFC in China.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Social media crisis communication strategies-a case study of KFC in China./
Author:	Lu, Yuxiao.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
Description:	65 p.
Notes:	Source: Masters Abstracts International, Volume: 78-03.
Contained By:	Masters Abstracts International78-03.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10140956
ISBN:	9781339963518

Social media crisis communication strategies-a case study of KFC in China.
Lu, Yuxiao.

Social media crisis communication strategies-a case study of KFC in China. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 65 p.

Source: Masters Abstracts International, Volume: 78-03.

Thesis (M.A.)--University of South Dakota, 2016.

This item must not be sold to any third party vendors.

This study focuses on the social media crisis communication response strategies China KFC used to deal with a 2012-13 crisis. The China KFC 2012-13 crisis occurred when China's most famous television channel, CCTV, reported that the supplier, Shanxi Suhai Group, sold KFC chickens with chemical additives. Later CCTV reported that other suppliers sold problematic chickens to China KFC. China KFC used the social media platform Weico to respond to the crisis. This research applied Coombs' (2014) strategic crisis communication theory and Blunt and Hill-Wilson (2013) social media practices to analyze the ten posts related to the crisis from the KFC Weico account as well as the comments and reposts of those messages. The results indicate that denial and scapegoat strategies were the main strategies KFC used which were not correct in this type of crisis. The results also show that KFC did follow ten of thirteen social media practices outlined by Blunt and Hill-Wilson, but the decreased sales and high percentage of negative comments and reposts show that the strategies KFC used were not effective. This suggests that crisis response strategies played a key role and social media practices played a complementary role in this crisis.

ISBN: 9781339963518Subjects--Topical Terms:

536353
Marketing.

Social media crisis communication strategies-a case study of KFC in China.
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500 $a Source: Masters Abstracts International, Volume: 78-03.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Lubbers, Charles.
502 $a Thesis (M.A.)--University of South Dakota, 2016.
506 $a This item must not be sold to any third party vendors.
520 $a This study focuses on the social media crisis communication response strategies China KFC used to deal with a 2012-13 crisis. The China KFC 2012-13 crisis occurred when China's most famous television channel, CCTV, reported that the supplier, Shanxi Suhai Group, sold KFC chickens with chemical additives. Later CCTV reported that other suppliers sold problematic chickens to China KFC. China KFC used the social media platform Weico to respond to the crisis. This research applied Coombs' (2014) strategic crisis communication theory and Blunt and Hill-Wilson (2013) social media practices to analyze the ten posts related to the crisis from the KFC Weico account as well as the comments and reposts of those messages. The results indicate that denial and scapegoat strategies were the main strategies KFC used which were not correct in this type of crisis. The results also show that KFC did follow ten of thirteen social media practices outlined by Blunt and Hill-Wilson, but the decreased sales and high percentage of negative comments and reposts show that the strategies KFC used were not effective. This suggests that crisis response strategies played a key role and social media practices played a complementary role in this crisis.
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