How Do Moral Values and Crisis Response Strategies Influence Individuals’ Evaluations and Support of Sports Organizations Post-Crisis?

Abstract

This study examines how the moral values individuals possess and organizational crisis response strategies influence sports organizations. It showed that two moral foundations (fairness and purity/sanctity) had positive effects on moral outrage while care had a negative effect. When predicting team reputation, only one moral foundation (care) had a positive effect while the crisis response strategy had no effect. Furthermore, reputation had a positive effect on support intention, while both moral outrage and crisis response strategies had no effect. Implications were provided on what factors could function as effective buffers to prevent potential damages.

Moral expressions, sources, and frames: Examining COVID-19 vaccination posts by facebook public pages

“…If the moral values attached to a message resonate with individuals, they are more likely to show approval of the message ( Wang & Liu, 2021 ). If the moral values do not align, it indicates a violation of individuals’ beliefs and could result in highly emotional and angered responses to dismiss the message ( Wang & Lewis, 2021 ). Existing research about COVID-19 vaccination messages tend to focus on data-driven analyses such as topic modelling or sentiment analysis (e.g., Zhang et al, 2022 ), the moral lens is firmly driven by theoretical concerns that have been empirically verified over the years ( Graham et al, 2013 ).…”