随着时间的推移,企业沟通如何影响裁员公告对品牌实力的影响

IF 5.9 2区 管理学 Q1 BUSINESS
Samuel Stäbler , Alexander Himme , Alexander Edeling , Max Backhaus
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引用次数: 1

摘要

公司通常通过裁员来提高财务业绩。然而,裁员往往会对包括消费者在内的各种利益相关者产生负面影响。在本文中,我们考察了裁员公告对品牌实力的潜在负面影响的大小和持续时间。我们还研究了一家公司在裁员时的沟通如何可能抵消裁员公告对品牌实力的负面影响。我们比较了广告传播强度、社交媒体传播(即品牌发起的推文)、公共关系(PR)传播和企业社会责任倡议的传播如何调节裁员公告对品牌实力的主要影响。本研究使用误差校正模型,并利用德国366份裁员事件公告,确定了主要影响的程度和持续时间。对多个行业、国内外公司五年来每周消费者品牌感知数据的研究表明,广告传播强度和社交媒体传播放大了裁员公告对品牌实力的负面影响。相反,公关沟通和企业社会责任倡议的沟通有助于减轻负面影响。这些发现为企业在裁员公告背景下设计企业沟通的最佳方式提供了指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How firm communication affects the impact of layoff announcements on brand strength over time

Firms usually undertake layoffs to improve financial performance. However, layoffs often have negative effects on various stakeholders, including consumers. In this paper, we examine the magnitude and duration of the potential negative effect of layoff announcements on brand strength. We also examine how a firm's communication accompanying a layoff can potentially counteract the observed negative effect of layoff announcements on brand strength. We compare how advertising communication intensity, social media communication (i.e., brand-initiated tweets), public relation (PR) communication, and communication of CSR initiatives moderate the main effect of layoff announcements on brand strength. Using an error correction model and drawing on 366 announcements of layoff events in Germany, this study identifies the magnitude and duration of the main effect. An examination of five years of weekly consumer brand perception data across multiple industries and domestic and foreign firms shows that advertising communication intensity and social media communication amplify the negative impact of layoff announcements on brand strength. Conversely, PR communication and communication of CSR initiatives help mitigate the negative effect. These findings provide guidance on the best way for firms to design firm communication in the context of layoff announcements.

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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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