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Communication Dans Un Congrès Année : 2017

A media crisis incident on Twitter of an Egyptian organization in the telecommunications sector: A qualitative case study

Résumé

Companies are now facing new challenges and more media crises, which affect their image and reputation and threaten their eco-nomic, social and cultural legacies. This article examines the response of an Egyptian telecommunications company to a social media crisis. The analysis is based on the study of a famous Mobile Service Provider in Egypt, Mobinil, which has undergone a media crisis on social media when its tweet published by the company's CEC in June 2011 triggered a wave of frustration against his business be-cause it has touched the morals and traditions, which are considered a taboo in Egypt. Netnography and Actor-Network theory (ANT) were used to analyze the data. The key question is "How can a tweet affect the e-Reputation of a company? And to what extent would the socio-cultural factors play a key rote in social-media crisis management? Many academic and practical implications are presented in this article.
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Dates et versions

hal-04571883 , version 1 (09-05-2024)

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  • HAL Id : hal-04571883 , version 1

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Mona Shehata, Omneya Yacout, Nicolas Moinet, Camille Alloing. A media crisis incident on Twitter of an Egyptian organization in the telecommunications sector: A qualitative case study. 29th IBIMA Conference, International Business Information Management Association (IBIMA), May 2017, Vienna, Austria. ⟨hal-04571883⟩
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