Public Crisis Communication On Social Media:How Time Sequence Of Information Affected Public Reactions

New media shows great advantages in crisis communication with its open,fast,multi-dimension,rich media and other characteristics.Micro-blog,as the representative of social media,has become an important platform for public participation in public crisis.Through the microblog,the public obtain and share real-time information.A lot of public crisis is exposured through microblog,and thus get the attention of the whole society.This study uses the recently social media crisis communication(SMCC)theory to explore the audience behavior on microblog during public crisis.Data indicate that: 1.Time sequence of crisis information impacts forwarding behavior: the audience who first received unofficial information will have a stronger forwarding willingness and more negative evaluation valence.2.The impact of crisis type on the willingness of audiences to forward is significant,but the impact on evaluation valence is not significant.Intentional crisis will lead a higher forwarding willingness.3.The interaction bewteen time sequence of crisis information and crisis type has a combined effect on forwarding behavior.A priority on time sequence of official information is most important to intentional crisis.A major innovation of this paper is the time sequence of official and unofficial informantion building on SMCC theory and information and communication technology succession(ICTs)theory.An experiment is designed with information time sequence(priority vs backward)and crisis type(victim vs accidential vs intentional)to investigate audience's forwarding willingness and valence.