The Factors that Trigger the Chinese Youth Participation in Secondary Crisis Communication

Abstract

In today’s generation, there are billions of individuals around the globe who tend to use social media daily to stay connected with information around the world. Therefore, social media has indirectly increased the online participation and communication of audiences. Thus, social media has become a platform that enables organisations to communicate with the public efficiently. Nevertheless, social media has brought severe impacts to the organisations because it has provided a platform for the public to become more active in joining the discussion about the crises and resulting in negative coverage in the media and financial loss. Consumer boundaries have become invisible and communication has become increasingly instantaneous, power has shifted from the organisations to the consumers. As a result, consumer-generated content and media play an important role in shaping the existing market. Therefore, the objective of this study is to identify the factors that trigger the Chinese youth’s participation in secondary crisis communication (SCC). Furthermore, it also examines the frequency of Chinese youth participation in SCC. The respondents are Chinese youth within the age group of 15 to 30 years old in Ipoh Perak. 100 respondents have participated in this research. This study is conducted by using a quantitative research approach with a survey questionnaire method and a purposive sampling method. The data was analysed by using Statistical Package for the Social Sciences (SPSS). The findings revealed that all variables (brand loyalty, popularity of brand, and personal fame) are the factors that trigger the Chinese youth participation in SCC.