Damaged corporate reputation: Can celebrity Tweets repair it?

作者：

Highlights：

• Tweets have a significant influence on people’s perceptions of corporations.

• The Tweets can be used by corporations to influence people to think more positively about them, and hence.

• Corporations can use Tweets to repair a damaged reputation.

• The Tweet from the intelligent celebrity was more effective to repair reputational damage than those of the attractive celebrity.

摘要

•Tweets have a significant influence on people’s perceptions of corporations.•The Tweets can be used by corporations to influence people to think more positively about them, and hence.•Corporations can use Tweets to repair a damaged reputation.•The Tweet from the intelligent celebrity was more effective to repair reputational damage than those of the attractive celebrity.

论文关键词：Twitter,Tweet Impact,Tweet Design,Corporate Reputation,Celebrity Tweets

论文评审过程：Available online 4 May 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.03.056