Table 3 Revised social media users... | Emerald Publishing

Table 3

Revised social media users crisis response (SMUCR) framework

Original SMUCR framework stages (Morgan and Wilk, 2021)	Original SMUCR framework stage descriptors (Morgan and Wilk, 2021)	Revised SMUCR framework stages (this study)	Timeframe (this study)	Revised SMUCR framework stage descriptors (this study)	OBA, OBD, eWOM
1. Framing and identity development	Giving crisis an identity (labelling it by a descriptive name) Activating the online “tribe” Villainising: naming and attacking suspected culprits	Crisis and Stakeholder Identity Development Online Tribe Activation	Feb-May 2020 (Crisis Outbreak Globally)	Giving crisis an identity (labelling it by a descriptive name, hashtag) Identifying responsible primary and secondary culprits Activating the online “tribe” in immediate reaction through: (a) Speculation and concern without clear information; (b) Blaming and Villainising: naming and attacking suspected culprit(s)	Mostly eWOM due to lack of experience with brands
2. Sense making	Individual culprit blame (focus on specific individuals involved) Spreading “truth” (brand protection) Broadening the discussion beyond the crisis Accepting the brand’s response	Framing and Blaming Sense Making Solution Seeking Solution Implementation Initiation	June-Dec 2020 Jan-May 2021	Multi-stakeholder blaming Facts acquisition to enable a more informed assessment of the crisis Solution seeking Protecting one’s self best interest Online tribe engagement in OBA and OBD Cautious solution implementation initiation	OBA, OBD and eWOM as experience with brands evolved
3. Accountability	Brand accountability Focus shifts to the changes occurring or being implemented by the brand Criticism of any emergent instability with the brand	Solution Implementation	Jan-May 2021 June-Dec 2021	Solution implementation and assessment Focus shifts to the changes occurring or being implemented by individual brands Online tribe engagement in OBA and OBD Criticism of any emergent instability with individual brands	OBA, OBD and eWOM
4. Vigilant rebuilding	Acknowledging what has happened and accepting the fall out Cautiously moving forward and optimism for the future Brand in the spotlight and under on-going public scrutiny Amplification of any future brand-related issues and crises	Vigilant Rebuilding Preparedness for next crisis	Jan-Dec 2022	Acknowledging what has happened Cautiously moving forward and optimism for the future Culprit in the spotlight and under on-going public scrutiny Preparedness for next emerging crisis	OBA, OBD and eWOM

Original SMUCR framework stages (Morgan and Wilk, 2021)	Original SMUCR framework stage descriptors (Morgan and Wilk, 2021)	Revised SMUCR framework stages (this study)	Timeframe (this study)	Revised SMUCR framework stage descriptors (this study)	OBA, OBD, eWOM
1. Framing and identity development	Giving crisis an identity (labelling it by a descriptive name) Activating the online “tribe” Villainising: naming and attacking suspected culprits	Crisis and Stakeholder Identity Development Online Tribe Activation	Feb-May 2020 (Crisis Outbreak Globally)	Giving crisis an identity (labelling it by a descriptive name, hashtag) Identifying responsible primary and secondary culprits Activating the online “tribe” in immediate reaction through: (a) Speculation and concern without clear information; (b) Blaming and Villainising: naming and attacking suspected culprit(s)	Mostly eWOM due to lack of experience with brands
2. Sense making	Individual culprit blame (focus on specific individuals involved) Spreading “truth” (brand protection) Broadening the discussion beyond the crisis Accepting the brand’s response	Framing and Blaming Sense Making Solution Seeking Solution Implementation Initiation	June-Dec 2020 Jan-May 2021	Multi-stakeholder blaming Facts acquisition to enable a more informed assessment of the crisis Solution seeking Protecting one’s self best interest Online tribe engagement in OBA and OBD Cautious solution implementation initiation	OBA, OBD and eWOM as experience with brands evolved
3. Accountability	Brand accountability Focus shifts to the changes occurring or being implemented by the brand Criticism of any emergent instability with the brand	Solution Implementation	Jan-May 2021 June-Dec 2021	Solution implementation and assessment Focus shifts to the changes occurring or being implemented by individual brands Online tribe engagement in OBA and OBD Criticism of any emergent instability with individual brands	OBA, OBD and eWOM
4. Vigilant rebuilding	Acknowledging what has happened and accepting the fall out Cautiously moving forward and optimism for the future Brand in the spotlight and under on-going public scrutiny Amplification of any future brand-related issues and crises	Vigilant Rebuilding Preparedness for next crisis	Jan-Dec 2022	Acknowledging what has happened Cautiously moving forward and optimism for the future Culprit in the spotlight and under on-going public scrutiny Preparedness for next emerging crisis	OBA, OBD and eWOM

Source(s): Authors’ own creation