Factionalism and schisms: Analyzing network structure and characteristics of online opinion leaders in an international religious crisis

Abstract

This study addresses gaps in the crisis communication literature by examining the role and influence of online opinion leaders in an overlooked type of crisis—organizational factionalism and schisms. This study examined network attributes and characteristics of online opinion leaders during an international religious crisis by conducting a social network analysis of 27,710 posts on Twitter concerning the impending schism within the United Methodist Church. By bridging research on religious crises, organizational factions and schisms, and online opinion leadership in the public relations literature, our results advance theorizing in crisis communication, particularly for Situational Crisis Communication Theory (SCCT). Results reveal online opinion leaders are influential entities and sources of information regarding the crisis, and are not homogeneous in their opinions, thus reflecting the ideological diversity present within factionalism crises. This study confirms and advances previous research by arguing that traditional methods of categorizing crises according to SCCT should not be solely relied on for factionalism and organizational schisms.