Social and Behavioral Sciences Commons^™

Parody Social Media Accounts: Influence And Impact On Organizations During Crisis, Sarah Wan, Regina Koh, Andrew Ong, Augustine Pang

Research Collection Lee Kong Chian School Of Business

With the uptake of the use of social media, the communication field has seen a rise in a new phenomenon: parody social media accounts. Through study of five such accounts, this paper shows how parody social media accounts can arise from a crisis or paracrisis, which is “a publicly visible crisis threat” that is triggered online (Coombs & Holladay, 2012, p. 409). The study also examines the behavior of these accounts and how they enforce negative perceptions and impede an organization's efforts and initiatives. Using the social-mediated crisis communication model as its theoretical lens, this study seeks to examine parody …