| This 2 x 3 experimental design tests the effects of interactive online media type (specifically blog and streaming video) and crisis type (accident, intentional or victim) on public trust during organizational crisis. Coombs' (1997) Situational Crisis Communication Theory formed the foundation for the crisis type independent variable. Hon and Grunig's (1999) trust dimension measures from Relationship Theory were used as the basis for the dependent variables. Vonnetek Automotive, a fictional organization, was designed to test the variables. This is the first study of this kind to bridge the logical gaps between "new media" effects, crisis communication and trust. Furthermore, the experimental methodology offers predictive qualities not offered in other existing research on the individual variables.;In this study, the public trust of fictional organization Vonnetek Automotive (designed expressly for this study) was measured using reports of the faculty and staff at a major southern university and business members of a chamber of commerce of a southeastern city. The results indicated that the crisis type variable strongly affected perceived trust reports while interactive online media type did not. Interaction effects were found in only 1 of 11 dependent measures, indicating that in some cases there may be a more complex relationship between media type and trust, something that must be studied further. |
