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The construction of social performance feedback in digital communication channels
Ist Teil von
Academy of Management Annual Meeting Proceedings, 2019
Erscheinungsjahr
2019
Link zum Volltext
Beschreibungen/Notizen
Firms increasingly need to perform well socially and therefore often adjust their strategies based on social performance feedback. However, social performance feedback tends to be multivocal and non-linear particularly in digital communication channels to which firm-stakeholder communication increasingly moves. This makes it hard for firms to understand when their social performance is acceptable and when they need to make a change. We present a longitudinal case study to unpack the dynamics of social performance construction in digital communication channels. We identify recurring loops of social performance construction. Our findings suggest that in particular mixed feedback influentially shapes perceived social performance levels, while clearly positive or negative feedback has little effect. We further show how stakeholders self-police discussion channels, which reduces heterogeneity of feedback, supporting the firm’s ability to comprehend social performance feedback. Based on these insights, we present a model on how social performance is iteratively constructed between firm and stakeholders.