Journal Article

Effects of Crisis Response Tone and Spokesperson's Gender on Employer Attractiveness  


Timely apologies to key publics on social media are becoming an important aspect of crisis recovery but little is known of how the spokesperson’s characteristics and the tone of apology may influence the outcome. Recognising the importance of the need to attract quality workforce, this study examines the impact of social media response to a preventable crisis on organisational attractiveness. Specifically, a 2 (message tone: corporate/formal vs. human/informal) x 2 (spokesperson’s gender: male vs. female) between-subjects factorial design was used to test the effectiveness of an apology. The results suggest a significant moderated mediation effect. We find that account acceptance mediates the relationship between message tone and organisational attractiveness, and this effect is conditional on gender of the spokesperson. The results are relevant to crisis managers and brand managers that seek to attract and retain talents.

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Kapuściński, Grzegorz
Zhang, Nathan
Zeng, Liting
Cao, Aihua

Oxford Brookes departments

Oxford Brookes Business School


Year of publication: 2021
Date of RADAR deposit: 2021-03-25

Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

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