Using Social Media to Address Preventable Crises: Focus Groups with Moms
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This study examines how an organization can use social media to solve preventable crises. Focus groups with a total of 14 moms are conducted to discuss a controversial Motrin babywearing advertisement and how Johnson & Johnson should have responded to the social media backlash. The results are explored based on dialogic public relations theory and its five components. Additional insights regarding the use of different social media channels and culture jamming YouTube videos suggest theoretical and practical implications on organizational responses on social media during preventable crises. The study also explores how people with high- and low-context cultures might respond differently to offensive advertising.