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Perceptions Of Twitter Apologies

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Abstract

Researchers conducted two studies to determine how the type of apology and the

persuasion affect individuals' perceptions of an apology. 153 participants, varying in the

background, gender, and age, were randomly assigned to study one in order to predict how they

would perceive the apology if they received the #SorrySorrySorry at the end of a Twitter post

compared to everyone else. "The type of apology" and "the perception of the apology" were IVs;

"the Twitter account" was a DV. Researchers in study two used digital communication to

distribute the link to the Qualtrics survey to 280 participants of differing backgrounds, genders,

and ages to confirm the findings of Study 1, this time adding the element of persuasion to the

perception of sincerity. Study Two predicted that participants would believe the apology is

sincere when an apology is accompanied with the hashtag #SorrySorrySorry and 878 likes. The

manipulation of the number of likes on each of Charlie's Twitter posts was the IV, whereas the

DV comprised questions about Charlie's impressions. The findings corroborated each study's

hypothesis. People respect honesty, according to the results of both studies. If the apology is not

genuine, it will be ineffective. When a majority likes one apology over the other, people might be

convinced to believe it is sincere.

Keywords: Twitter apologies, sincerity, persuasion, perception

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References

Jehle, A., Miller, M. K., Kemmelmeier, M., & Maskaly, J. (2012). How voluntariness of

apologies affects actual and hypothetical victims' perceptions of the offender. The

Journal of Social Psychology, 152(6), 727–745.

https://doi.org/10.1080/00224545.2012.697079

Jean Kelso Sandlin, E. D. and M. G. (2021, April 20). Fandom, forgiveness, and future support:

Youtube apologies as crisis communication. Institute for Public Relations. Retrieved

October 9, 2021, from https://instituteforpr.org/fandom-forgiveness-and-future-support-

youtube-apologies-as-crisis-communication/.

Risen, J. L., & Gilovich, T. (2007). Target and observer differences in the acceptance of

questionable apologies. Journal of Personality and Social Psychology, 92(3), 418–433.

https://doi.org/10.1037/0022-3514.92.3.418

This study source was downloaded by 100000844645776 from CourseHero.com on 04-11-2022 17:14:13 GMT -05:00

https://www.coursehero.com/file/115249986/Part-II-Abstractdocx/
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