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International Conference on Social Informatics

SocInfo 2011: Social Informatics pp 300–303Cite as

CEO’s Apology in Twitter: A Case Study of the Fake Beef Labeling Incident by E-Mart

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Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 6984))

Abstract

We present a preliminary study on how followers and non-followers of a popular CEO respond differently to a public apology by the CEO in Twitter. Sentiment analysis tool was used to measure the effect of the apology. We find that CEO’s apology had clear benefits in this case. As expected, it was more effective to followers than non-followers. However, followers showed a higher degree of change in both positive and negative sentiments. We also find that negative sentiments have stronger dynamics than positive sentiments, in terms of the degree of change. We provide insights on the potential for efficient crisis communication in online social media and we discuss future research agenda.

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References

  1. BusinessWeek, CEOs Who Use Twitter (2009), http://tinyurl.com/ole6wv

  2. Korean-Linguistic Inquiry and Word Count, http://k-liwc.ajou.ac.kr

  3. The Korea Herald, Shinsegaes Chung Apologizes (2010), http://tinyurl.com/3s4ue5q

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Author information

Authors and Affiliations

  1. Graduate School of Culture Technology, KAIST, Korea

    Jaram Park, Hoh Kim, Meeyoung Cha & Jaeseung Jeong

Authors
  1. Jaram Park
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  2. Hoh Kim
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  3. Meeyoung Cha
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  4. Jaeseung Jeong
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Editor information

Editors and Affiliations

  1. School of Computer Engineering, Nanyang Technological University (NTU), Block N4, Nanyang Avenue, 639798, Singapore

    Anwitaman Datta

  2. University of Massachusetts Amherst, Thompson Hall, 200 Hicks Way, 01003, Amherst, MA, USA

    Stuart Shulman

  3. Singapore Management University, Singapore

    Baihua Zheng

  4. Graduate Institute of Networking and Multimedia, Department of Computer Science and Information Engineering, National Taiwan University,, Roosevelt Rd., 10617, Taipei, Taiwan

    Shou-De Lin

  5. School of Computer Engineering, Nanyang Technological University, Block N4, Nanyang Avenue, 639798, Singapore

    Aixin Sun

  6. School of Information Systems, Singapore Management University, 80 Stamford Rd, 178902, Singapore

    Ee-Peng Lim

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© 2011 Springer-Verlag Berlin Heidelberg

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Cite this paper

Park, J., Kim, H., Cha, M., Jeong, J. (2011). CEO’s Apology in Twitter: A Case Study of the Fake Beef Labeling Incident by E-Mart. In: Datta, A., Shulman, S., Zheng, B., Lin, SD., Sun, A., Lim, EP. (eds) Social Informatics. SocInfo 2011. Lecture Notes in Computer Science, vol 6984. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24704-0_34

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  • DOI: https://doi.org/10.1007/978-3-642-24704-0_34

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-24703-3

  • Online ISBN: 978-3-642-24704-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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