Airline communication message strategies during crisis
- 주제(키워드) Airline promotion , COVID-19 , Crisis , Framing , Message , Message framing , Prevention focus , Promotion focus , Regulatory , Regulatory focus , Risk
- 등재 SSCI, SCOPUS
- 발행기관 Emerald Publishing
- 발행년도 2023
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000213813
- 본문언어 영어
- Published As https://doi.org/10.1108/TR-08-2022-0388
초록/요약
Purpose: This study aims to assess how airline companies can frame their message strategies given the effects of the COVID-19 pandemic. Design/methodology/approach: Message forms used in empirical tests included message framings, regulatory focuses and benefit types. A total of 450 participants were recruited through an online survey. Findings: Promotion-focused behavioral intention was more effective when personal economic benefit was negatively framed. However, prevention-focused behavioral intention was more effective where social benefit was positively framed. The results were moderated by personal traits such as the level of perceived COVID-19 threat. Originality/value: The findings of this study can help create new communication strategies during risky or critical situations. © 2023, Emerald Publishing Limited.
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