Situational Crisis Communication Theory (SCCT) emphasizes the alignment of crisis response strategies with perceived organizational responsibility, yet its application in the sports context remains underexplored. This study examines the effectiveness of accommodative crisis communication strategies in managing reputational damage and shaping fan behavior following a high-responsibility sports scandal. This research evaluates the relationships between perceived accommodative crisis response, organizational reputation, supportive behaviors, and word-of-mouth (WOM). Findings reveal that perceived organizational reputation fully mediates the relationship between accommodative responses and supportive behaviors. Conversely, WOM is influenced both directly by accommodative responses and indirectly through reputation. These results underscore the importance of tailoring crisis communication to stakeholder expectations, as fans’ emotional investments demand transparent, sincere, and proactive organizational responses. This study extends SCCT to the sports domain, offering theoretical insights into the dynamics of fan perceptions during crises and provides practical recommendations, emphasizing the critical role of reputation-building and coordinated responses to scandals.
Lee et al. (Sun,) studied this question.