RT Journal Article
T1 Strategies of legitimacy through social media: the networked strategy
A1 Castelló Molina, María Itziar
A1 Etter, Michael
A1 Nielsen, Finn Arup
AB How can corporations develop legitimacy when coping with stakeholders who have multiple, often conflicting sustainable development (SD) agendas? We address this question by conducting an in-depth longitudinal case study of a corporation's stakeholder engagement in social media and propose the concept of a networked legitimacy strategy. With this strategy, legitimacy is gained through participation in non-hierarchical open platforms and the co-construction of agendas. We explore the organizational transition needed to yield this new legitimacy approach. We argue that, in this context, legitimacy gains may increase when firms are able to reduce the control over the engagements and relate non-hierarchically with their publics.
PB Wiley
SN 0022-2380
YR 2016
FD 2016-05-01
LK https://hdl.handle.net/10016/38654
UL https://hdl.handle.net/10016/38654
LA eng
NO The authors would like to acknowledge the financial support of the Danish Ministry of Science and Technology,the Danish Strategic Research Council on the project Measurement Systems for Ethical Capital in theExperience Economy: Socio-economic Value of Online Communication (Grant # 2128-08-0018, ResponsibleBusiness in the Blogosphere), the Carlsberg Foundation, and the Spanish Ministerio de Economía y Competitividad(Grant # ECO2012-34734).
DS e-Archivo
RD 17 jul. 2024