Abstract
Virtual spaces are a new and influential means by which present and past organizational members share reviews of their organizational experiences and socialize potential newcomers; however, online reviews can be negative and jeopardize an organization’s image. This investigation employed social identity theory and uncertainty management theory as a means of explaining patterned user ratings of organizational reviews online. In a first study, we content analyzed socialization storytelling about Basic Training on americangrit.com. Statistical analysis revealed that viewers rated stories more highly when the story portrayed the military favorably. In a second study, a content analysis of organizational reviews posted to indeed.com replicated and extended this pattern: Website visitors rewarded positive reviews of U.S. Military branches with higher ratings, while reviews of large corporate organizations (i.e., Apple, Bank of America, Michelin) varied. Implications for theory and practice conclude the paper.
Highlights
Virtual spaces are a new and influential means by which present and past organizational members share reviews of their organizational experiences and socialize potential newcomers; online reviews can be negative and jeopardize an organization’s image
Study one provides support for H1 in that the favorability of military portrayal in review stories was significantly associated with positive user ratings
The objective of this investigation was to test a theoretical explanation for patterns of organizational reviews and their user ratings on virtual spaces
Summary
Organizational socialization is defined as “the methods and processes by which new and continuing members of organizations ‘learn the ropes’" (Jablin, 1985, p. 261). UMT again leads us to believe that past members will seek out information that helps them to make sense of their uncertainties related to exiting For those members who exited on positive terms or who wish to retain an identity-connection, UMT proposes that these members will produce positive organizational portrayals and accounts of their former roles within the organization. Military members and veterans tend to be highly identified and susceptible to inculcation such that membership becomes significantly enmeshed with the self-concept (Howe & Shpeer, 2019) In this way, potential, present, and past members of the military might be especially motivated to bolster their organization’s image when producing and consuming socialization information. Each branch of the military lists a set of core values that recruits must learn during initial training and these values influence recruits’ behavior after they become a member and even after they leave the organization (Howe & Shpeer, 2019; Smith & True, 2014) similar to what has been found in other TOs (e.g., Hinderaker, 2015)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
