Investigating social media users’ preferences of content and sourcing during a crisis

Abstract

Crisis communication is not a linear communication occurrence as users seek out information from multiple sources and contribute their own opinions or frames to the discussion. This study focuses on a user-centered and public-oriented perspective of crisis communication on social media. The study investigated how users received and reacted to crisis communication messages from the media, organizations, and other users. A survey analyzed framed crisis communication consumption and examined source preferences for content and credibility during a crisis. Participants responded to crisis posts, determined overall source credibility, and indicated how they viewed crisis communication from other users. The results of this study indicate a needed shift in the role of media effects and an emphasis on credibility and reliance on organizational messages.