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Organizational Legitimacy as Co-Created Value

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Date Issued:
2018
Abstract/Description:
The purpose of this study is to explore how co-creational processes contribute to organizational legitimacy as a valuable outcome for organizations. 13 semi-structured in-depth interviews were conducted with digital communication professionals from a variety of organizations in the United States to better understand the use of social media platforms and perceptions of value from engaging with stakeholders in co-creation. Results showed that organizations engaged in co-creation of brand meaning via different methods such as referrals and feedback and that organizations reached different kinds of outcomes via these co-creational processes. These include being a resource for stakeholders, gaining brand advocates, reaching organizational goals, and being able to develop as an organization. In addition, results showed organizations that engaged in co-creation of brand meaning put an effort in measuring these processes qualitatively to continuously improve as an organization. Based on these results it was possible to illuminate the relationship that exists between legitimacy and co-creation of brand meaning. Thus, it was discussed organizational legitimacy appears to be an outcome of co-created brand meaning in the form of moral legitimacy and actional legitimacy.
Title: Organizational Legitimacy as Co-Created Value.
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Name(s): Olsen, Christina Maria, Author
Dodd, Melissa, Committee Chair
Sellnow, Timothy, Committee Member
Sandoval, Jennifer, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2018
Publisher: University of Central Florida
Language(s): English
Abstract/Description: The purpose of this study is to explore how co-creational processes contribute to organizational legitimacy as a valuable outcome for organizations. 13 semi-structured in-depth interviews were conducted with digital communication professionals from a variety of organizations in the United States to better understand the use of social media platforms and perceptions of value from engaging with stakeholders in co-creation. Results showed that organizations engaged in co-creation of brand meaning via different methods such as referrals and feedback and that organizations reached different kinds of outcomes via these co-creational processes. These include being a resource for stakeholders, gaining brand advocates, reaching organizational goals, and being able to develop as an organization. In addition, results showed organizations that engaged in co-creation of brand meaning put an effort in measuring these processes qualitatively to continuously improve as an organization. Based on these results it was possible to illuminate the relationship that exists between legitimacy and co-creation of brand meaning. Thus, it was discussed organizational legitimacy appears to be an outcome of co-created brand meaning in the form of moral legitimacy and actional legitimacy.
Identifier: CFE0007070 (IID), ucf:52021 (fedora)
Note(s): 2018-05-01
M.A.
Sciences, Communication
Masters
This record was generated from author submitted information.
Subject(s): Social media -- dialogue -- co-creation -- legitimacy
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0007070
Restrictions on Access: public 2018-05-15
Host Institution: UCF

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