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Paper Abstract and Keywords
Presentation 2016-10-03 14:00
Brand crisis in social media: A study from entertainment perspective
Rungsiman Nararatwong (Sokendai), Hitoshi Okada (NII) SITE2016-35
Abstract (in Japanese) (See Japanese page) 
(in English) Of many elements constituting social media experience, people seek entertainment. Entertainment is subtle and sometimes involves a sequential process. An unpleasant experience, through a chain of transformation, can eventually become entertaining. This has been well employed by traditional media. Social media, however, being a novel landscape to entertainment studies, is yet to be explored in this regard. If true, that the undesirable experience can be entertaining in social media, then we should be able to explain why people may find themselves engrossed in an unfortunate, oftentimes heated controversial, online brand crisis. We have designed an experiment, for which we hypothesized a brand crisis conflict to have an influence on the audience?s enjoyment, brand perception, negative emotion, and expectation. Participants will first evaluate their personality traits, then randomly assigned to one of three experimental conditions. The participants in the control condition will read only a neutral article about a brand. This article is a placebo. The first treatment condition shortens the brand story and appends more roused crisis narrative. The second treatment eliminates the placebo, commences with the crisis narrative, and intensifies the whole content with fabricated vehement arguments claimed to be from social media users. After the content is read, follow the questions, which measure the four dependent variables. We expect the treatment conditions to present more entertaining value and to have stronger effects on the brand.
Keyword (in Japanese) (See Japanese page) 
(in English) Social media / Brand crisis / Entertainment / / / / /  
Reference Info. IEICE Tech. Rep., vol. 116, no. 234, SITE2016-35, pp. 19-22, Oct. 2016.
Paper # SITE2016-35 
Date of Issue 2016-09-26 (SITE) 
ISSN Print edition: ISSN 0913-5685    Online edition: ISSN 2432-6380
Copyright
and
reproduction		 All rights are reserved and no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Notwithstanding, instructors are permitted to photocopy isolated articles for noncommercial classroom use without fee. (License No.: 10GA0019/12GB0052/13GB0056/17GB0034/18GB0034)
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Conference Information
Committee SITE  
Conference Date 2016-10-03 - 2016-10-03 
Place (in Japanese) (See Japanese page) 
Place (in English) Nihon University, Surugadai-Campus 
Topics (in Japanese) (See Japanese page) 
Topics (in English)  
Paper Information
Registration To SITE 
Conference Code 2016-10-SITE 
Language English 
Title (in Japanese) (See Japanese page) 
Sub Title (in Japanese) (See Japanese page) 
Title (in English) Brand crisis in social media: A study from entertainment perspective 
Sub Title (in English)  
Keyword(1) Social media  
Keyword(2) Brand crisis  
Keyword(3) Entertainment  
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1st Author's Name Rungsiman Nararatwong  
1st Author's Affiliation The Graduate University for Advanced Studies (Sokendai)
2nd Author's Name Hitoshi Okada  
2nd Author's Affiliation National Institute of Informatics (NII)
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Speaker Author-1 
Date Time 2016-10-03 14:00:00 
Presentation Time 25 minutes 
Registration for SITE 
Paper # SITE2016-35 
Volume (vol) vol.116 
Number (no) no.234 
Page pp.19-22 
#Pages 4 
Date of Issue 2016-09-26 (SITE) 

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