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7.3c Protecting the NRA Brand during a Time of Crisis: A Damage Control Strategy Informed by Social Identity Theory
Abstract
This study employed quantitative and qualitative content analysis to investigate the response strategies employed on Twitter by gun rights advocates to preempt anticipated demands for gun control in the wake of a mass shooting. During the immediate aftermath of a shooting in February 2018, Tweets sent out by politicians, political commentators, and organizations that were publically supportive of gun owner’s rights engaged communications strategies that targeted the general public as well as gun rights advocates. Specifically, the Tweets aimed to ease concerns about gun ownership among the mainstream audience while maintaining enthusiasm among gun rights advocates by implementing a strategy that adheres to Social Identity Theory. These findings have implications for the management of brand communication that seeks to maintain heavy user enthusiasm while addressing skepticism from the public at large.
First & Corresponding Author
Kelty Logan, University of Colorado
Authors in the order to be printed.
Kelty Logan, University of Colorado