Marcia DiStaso, University of Florida College of Journalism and Communications Public Relations Department chair, is the co-author of “Responding to a Health Crisis on Facebook: The Effects of Response Timing and Message Appeal” published in Public Relations Review, Volume 46, Issue 3, September 2020.

DiStaso and Yan Huang examined the effects of timing and message appeal of a crisis response on organizations perceptions and behavioral intentions on social media.

According to the authors, “the timing of a crisis response posted on Facebook can influence organizational trust in a health crisis; the effect of response timing on organizational trust is mediated by perceived credibility of the crisis response; crisis responses using an emotional appeal may lead to greater trust toward and perceived reputation of the organization involved in a health crisis compared to crisis responses using a rational appeal; and crisis responses using a rational appeal may elicit greater intentions to share and comment on the post on Facebook compared to crisis responses using an emotional appeal.”

Posted: September 2, 2020
Category: College News
Tagged as: Marcia DiStaso