PhD Studentship - Developing a measurement framework to represent the impact of social media on organisations during and after a crisis

This study aims to develop a framework in the field of crisis communication by understanding and creating a measurement outline that articulates the impact of social media on the organisation during and after a crisis.

Social media plays a central role in crisis communication management. Crisis communication research has primarily focused on strategies to protect organisational reputation (Frandsen & Johansen 2011). Research in this area has mainly focused on incorporating social media analysis of stakeholder perceptions to inform crisis response strategies (Lambret & Barki 2018; Stieglitz et al 2018) and the development of the interactive crisis communication model for social media for crisis communication response (Cheng 2018). Most recently the success of using social media analytics to inform crisis communication during the Covid-19 pandemic methods were discussed in various papers, including those of Chon and Kim (2022). In the disaster management field, social media information has been used together with CyberGIS information to provide a deeper and real-time understanding of disasters (Huang et al 2015). Various theories to this extent has been developed including social-mediated crisis communication (SMCC), the STREMII model, the social media crisis management matrix/framework (SMSMF) (Bukar et al 2020). However, all these studies focus on how social media can assist reputation protection in a crisis. 

This study, however, wants to forward theory development in crisis communication by not investigating the use social media as part of the crisis response plan, but rather understanding and creating a measurement framework for the impact of social media on the organisation during and after a crisis

This is a fully-funded PhD studentship which includes a stipend of £18,622 each year to support your living costs. 

This project is conditional upon the funding being secured. 

Key information

Next start date:

15 April 2024


Bournemouth University, Talbot Campus


36 months

Entry requirements:

Outstanding academic potential as measured normally by either a 1st class honours degree or equivalent Grade Point Average (GPA), or a Master’s degree with distinction or equivalent. If English is not your first language you'll need IELTS (Academic) score of 6.5 minimum (with a minimum 6.0 in each component, or equivalent). For more information check out our full entry requirements