TY - JOUR
T1 - Revisiting contingency theory in regenerative social-mediated crisis
T2 - An investigation of Maxim’s and Yoshinoya in Hong Kong’s polarized context
AU - Ao, Song Harris
AU - Mak, Angela K Y
AU - Tsang, Lennon
N1 - Funding Information:
This research is supported in part by grants of University of Macau , including CRG2021-00002-ICI and ICI-RTO-0010-2021 ; Macau Higher Education Fund , HSS-UMAC-2020-02 .
Publisher Copyright:
© 2022 Elsevier Inc.
PY - 2022/11
Y1 - 2022/11
N2 - This research investigates how the social media-based crisis response of two organizations operating in a specific polarized context unfolds along a regenerative crisis lifecycle in line with the contingency theory of accommodation. By analyzing two crises that affected the Maxim's and Yoshinoya groups during the Hong Kong social unrest in 2019, the paper commits to explicate how internal, socio-environmental, and external publics’ factors shape the communication patterns of the crisis. By focusing on Facebook posts and information available online, this study examines how the two selected organizations responded to specific crisis situations, and how publics reacted during the regenerative crisis lifecycle. Results show that Maxim's took the advocative, while Yoshinoya engaged in the accommodative stance initially. Then, they both turned to an avoidance stance to deal with active online publics with opposing political stances. Contingent factors driving the organizations to adopt specific stances were relevant to internal members, organizational characteristics, social media environment, and external publics. Results provide insights about the complexities organizations face to respond to online publics in regenerative social-mediated crises. They also advance the contingency theory by refining the advocacy-accommodation stance continuum, re-defining contingent factors, and explicating the interactive effects of contingent factors on organizational response decision making in a polarized and social-mediated context.
AB - This research investigates how the social media-based crisis response of two organizations operating in a specific polarized context unfolds along a regenerative crisis lifecycle in line with the contingency theory of accommodation. By analyzing two crises that affected the Maxim's and Yoshinoya groups during the Hong Kong social unrest in 2019, the paper commits to explicate how internal, socio-environmental, and external publics’ factors shape the communication patterns of the crisis. By focusing on Facebook posts and information available online, this study examines how the two selected organizations responded to specific crisis situations, and how publics reacted during the regenerative crisis lifecycle. Results show that Maxim's took the advocative, while Yoshinoya engaged in the accommodative stance initially. Then, they both turned to an avoidance stance to deal with active online publics with opposing political stances. Contingent factors driving the organizations to adopt specific stances were relevant to internal members, organizational characteristics, social media environment, and external publics. Results provide insights about the complexities organizations face to respond to online publics in regenerative social-mediated crises. They also advance the contingency theory by refining the advocacy-accommodation stance continuum, re-defining contingent factors, and explicating the interactive effects of contingent factors on organizational response decision making in a polarized and social-mediated context.
KW - Contingency theory of accommodation
KW - Crisis communication
KW - Hong Kong social unrest
KW - Polarized context
KW - Social media publics
UR - http://www.scopus.com/inward/record.url?scp=85134355172&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2022.102227
DO - 10.1016/j.pubrev.2022.102227
M3 - Journal article
SN - 0363-8111
VL - 48
JO - Public Relations Review
JF - Public Relations Review
IS - 4
M1 - 102227
ER -