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När data och förtroende läcker - Dataintrång ur ett flerstämmigt perspektiv på kris

Zetterdahl, Joacim LU and Lindén, Oscar (2019) SKDK11 20191
Department of Strategic Communication
Abstract
The aim of this study is to gain knowledge regarding how an organization communicates a data breach to their stakeholders via digital media, in order to identify which communicative factors that can be linked to positive and negative stakeholder reactions. The communicative factors that are studied in this paper in relation to Equifax data breach are crisis response strategies, timing & reputation capital. The empirical material consists of 5 Facebook-posts, 7 Twitter-posts & 8 press releases by Equifax, as well as 11,133 comments written on those posts. These have been analysed by doing a qualitative netnography, and the study’s theoretical framework consists of the rhetorical arena, situational crisis communication theory, reputation... (More)
The aim of this study is to gain knowledge regarding how an organization communicates a data breach to their stakeholders via digital media, in order to identify which communicative factors that can be linked to positive and negative stakeholder reactions. The communicative factors that are studied in this paper in relation to Equifax data breach are crisis response strategies, timing & reputation capital. The empirical material consists of 5 Facebook-posts, 7 Twitter-posts & 8 press releases by Equifax, as well as 11,133 comments written on those posts. These have been analysed by doing a qualitative netnography, and the study’s theoretical framework consists of the rhetorical arena, situational crisis communication theory, reputation capital & timing. The analysis shows that Equifax suffers from a insufficient reputation capital, which results in their stakeholders not accepting their crisis response strategies, and that the same stakeholders ascribe Equifax a high level of responsibility for the crisis. The analysis also show that the fact that Equifax did not announce the data breach until two months after it occurred, contributed to a large amount of negative responses from the organizations stakeholders, which resulted in reputational damage. (Less)
Abstract (Swedish)
Denna studie syftar till att bidra med kunskap kring hur en organisation som utsatts för dataintrång kommunicerar ut detta till sina intressenter i digitala medier, för att på så sätt identifiera vilka kommunikativa faktorer som kan kopplas till intressenters positiva och negativa reaktioner. De kommunikativa faktorer som undersökts i relation till fallorganisationen Equifax kriskommunikation är krisresponsstrategier, timing & anseendekapital. Studiens empiri består av 5 Facebook-inlägg, 7 Twitter-inlägg & 8 pressmeddelande som författats av Equifax, samt 11,133 kommentarer på deras inlägg. Dessa har analyserats genom en kvalitativ netnografi, och studiens teoretiska ramverk består av den retoriska arenan, Situational Crisis Communication... (More)
Denna studie syftar till att bidra med kunskap kring hur en organisation som utsatts för dataintrång kommunicerar ut detta till sina intressenter i digitala medier, för att på så sätt identifiera vilka kommunikativa faktorer som kan kopplas till intressenters positiva och negativa reaktioner. De kommunikativa faktorer som undersökts i relation till fallorganisationen Equifax kriskommunikation är krisresponsstrategier, timing & anseendekapital. Studiens empiri består av 5 Facebook-inlägg, 7 Twitter-inlägg & 8 pressmeddelande som författats av Equifax, samt 11,133 kommentarer på deras inlägg. Dessa har analyserats genom en kvalitativ netnografi, och studiens teoretiska ramverk består av den retoriska arenan, Situational Crisis Communication Theory, anseendekapital & timing. Analysen visar att Equifax har ett bristande anseendekapital vilket bidrar till att organisationens krisresponsstrategier inte accepteras av organisationens intressenter, som även tillskriver organisationen en hög grad av ansvar för dataintrånget. Vidare visar analysen att Equifax val att inte offentliggöra intrånget förens två månader efter den inträffat bidragit till övervägande negativa reaktioner bland intressenterna vilket i förlängning resulterat i att deras varumärke skadats. (Less)
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author
Zetterdahl, Joacim LU and Lindén, Oscar
supervisor
organization
course
SKDK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
Dataintrång, kriskommunikation, timing, anseendekapital, netnografi, Equifax, den retoriska arenan, situational crisis communication theory, sociala medier, intressenters reaktioner
language
Swedish
id
8979612
date added to LUP
2019-06-11 16:06:13
date last changed
2019-06-11 16:06:13
@misc{8979612,
  abstract     = {The aim of this study is to gain knowledge regarding how an organization communicates a data breach to their stakeholders via digital media, in order to identify which communicative factors that can be linked to positive and negative stakeholder reactions. The communicative factors that are studied in this paper in relation to Equifax data breach are crisis response strategies, timing & reputation capital. The empirical material consists of 5 Facebook-posts, 7 Twitter-posts & 8 press releases by Equifax, as well as 11,133 comments written on those posts. These have been analysed by doing a qualitative netnography, and the study’s theoretical framework consists of the rhetorical arena, situational crisis communication theory, reputation capital & timing. The analysis shows that Equifax suffers from a insufficient reputation capital, which results in their stakeholders not accepting their crisis response strategies, and that the same stakeholders ascribe Equifax a high level of responsibility for the crisis. The analysis also show that the fact that Equifax did not announce the data breach until two months after it occurred, contributed to a large amount of negative responses from the organizations stakeholders, which resulted in reputational damage.},
  author       = {Zetterdahl, Joacim and Lindén, Oscar},
  keyword      = {Dataintrång,kriskommunikation,timing,anseendekapital,netnografi,Equifax,den retoriska arenan,situational crisis communication theory,sociala medier,intressenters reaktioner},
  language     = {swe},
  note         = {Student Paper},
  title        = {När data och förtroende läcker - Dataintrång ur ett flerstämmigt perspektiv på kris},
  year         = {2019},
}