Which factor makes the crisis timing strategy more effective? Investigating the concept of involvement

This study seeks to examine (1) the impact of crisis timing strategies (stealing thunder and thunder) on responsibility and (2) explore the role of involvement in the crisis communication field. The experiment employees a between-subjects design and utilizes a fictitious crisis scenario to collect data from 300 participants. The results show that the use of stealing thunder to mitigate crisis damage is much more beneficial to organizations than thunder.