Mixed emotions : unraveling the effects of positive and negative emotions expressed by organizations in crisis on social media Ghent University
Social media provide a more natural context to communicate organizational emotions as expressing emotions can increase the perception that the organization speaks with a conversational human voice, leading to more acceptance of the message. However, limited research has been conducted to test how emotional framing can be used in a social mediated channel. In three empirical chapters, the dissertation has been conducted to deepen and expand ...