Reputation Risk and Interaction Pattern of Thai Organizations in the Online Sphere
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Abstract
This research aims to study: 1) interaction patterns between organizations and stakeholders in the online space, 2) levels and forms of online organizational reputation risks, and 3) the relationship between organizational reputation risks and the communication and interaction patterns of organizations on online media. Utilizing a mixed-methods research, quantitative data were collected from online media through data mining to analyze reputation risks in two sample businesses using sentiment analysis. Relationships between variables were tested using Chi-square and Pearson’s Correlation Coefficient. Qualitative data were collected to analyze interaction patterns through content analysis over 181 days. Sentiment analysis accuracy was verified by three experts using IOC, and content analysis appropriateness was validated by eight organizational communication experts through in-depth interviews. Findings revealed that organizations interact almost equally with users on Facebook and Twitter, exhibiting one-way communication patterns with consistent sentiment. The communication was predominantly informative, aimed at changing attitudes and behaviors in a controlled and patterned manner, rather than facilitating opinion exchange. This led to a reduction in the level of online organizational reputation risks, with moderate to very high levels found in only 7.18% of cases. Factors influencing reputation risks included eight elements: communication channel, risk communication model, risk communication strategy, communication direction, risk communication archetype, interaction sentiment, consumer sentiment, and corporate sentiment.
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