Research On Corporate Crisis Management Strategy–An Empirical Study In The Social Network Ecosystem Dominated By Generation-Z

In recent years,the “Generation Z”(Z-gen)has taken over the power of online speech.Data shows that the population of Z-gen has grown over 2.4 billion,which is 32% of the total population.What's more,the Z-gen are one of the most significant parts of online speech,as they were native to digital technology and social networks.Although there is a large number of research on corporate crisis management,there lacks research which focuses on the context of the new online speech diagram led by the Z-gen.Therefore,this research will contribute to this issue,by conducting literature review,case study and data analysis.The goal of this research is to explore how the motivations of Z-gen online communication would influence corporate crisis management.This research measures variables such as crisis management strategy,crisis categories,communication and responsibility and motivations of Z-gen online communication,etc.With a combination of case study and quantitative data analysis,this paper provides insights on crisis management strategy in the context online communication dominated by Generation-Z.Results show that proactive and passive crisis management strategy both have positive impact on the performance of corporate crisis management,while the proactive approach is significantly more effective.The proactive strategy is more useful in coping with capability crisis,while the passive strategy is significantly more effective in coping with moral crisis.In terms of coping high volume communication crisis,the proactive strategy is significantly more effective than passive strategy.Emotional expression and social network influence are main factors that motivate Z-gen to spread information of crisis.