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The face tells all: Testing the impact of physical attractiveness and social media information of spokesperson on message effectiveness during a crisis
Journal article   Peer reviewed

The face tells all: Testing the impact of physical attractiveness and social media information of spokesperson on message effectiveness during a crisis

Seoyeon Hong, Hyunmin Lee and Erika K. Johnson
Journal of contingencies and crisis management, v 27(3), pp 257-264
01 Sep 2019
DOI: https://doi.org/10.1111/1468-5973.12250
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Business & Economics Management Social Sciences
This paper empirically examines the effects of organizational spokesperson's physical attractiveness and their social cues usage on message effectiveness. A 2 (physical attractiveness of spokesperson) x 2 (social cues) x 2 (crisis response strategy) mixed subject design was tested. The results show that spokespeople with high physical attractiveness as communicating more credible messages, being more expert sources, and as being more persuasive. Also, social cues of spokespeople have an influence on the participants' perceived credibility and expertise while the interaction effects suggest that the effects of social cue override the effects of physical attractiveness. This indicates that crisis communication practitioners can use social cues to boost persuasiveness and/or message credibility of less attractive spokespeople. Theoretical and practical implications are also discussed.

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3 Record Views
6 citations in Web of Science
10 citations in Scopus

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UN Sustainable Development Goals (SDGs)

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#3 Good Health and Well-Being

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Collaboration types
Domestic collaboration
Web of Science research areas
Management
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