The Effect of Socially Mediated Public Relations Crises on Planned Behavior: How TPB Can Help Both Corporations and Nonprofits

Abstract

Lowe's decision to pull advertising from All-American Muslim and Susan G. Komen for the Cure's announcement of new granting criteria impacting Planned Parenthood prompted angry outcries, as well as apologies, on social media. Through 2 online surveys, this study gauges people's thoughts about purchasing from or donating toward the organization in crisis and discusses the use of online apologies. Attitudes and social norms held the most sway over respondents’ reported intentions to donate or buy. We suggest a paradigm shift in how social media have expanded the referent others to whom people listen and about whose reactions people care.