Abstract
This study investigates how legitimization strategies embedded in CSR messages related to the COVID-19 pandemic influenced multidimensional stakeholder assessments of reputation. The results of this 3 × 2 × 2 experimental survey, which manipulated pragmatic and moral legitimacy using three conditions (self- vs. other- vs. both-oriented messaging); substantive and symbolic management (informative vs. uninformative content); and popularization and standardization approaches (leadership vs. followership), indicate that popularization strategies communicated substantively and standardization strategies communicated symbolically generally yield the greatest reputational gains. More nuanced findings from three-way interaction effects are further discussed, with an emphasis on the role of double-sided messages seeking to simultaneously establish pragmatic and moral legitimacy.
Highlights
In the most basic terms, legitimacy represents correspondence among organizational and societal values [1–3]
The purpose of this study is to experimentally investigate whether and how varying legitimization strategies embedded in corporate social responsibility (CSR) messaging characteristics influence reputational gains in specific domains
We experimentally investigated how legitimization strategies embedded in CSR messages related to the COVID-19 pandemic influenced multidimensional stakeholder assessments of reputation
Summary
In the most basic terms, legitimacy represents correspondence among organizational and societal values [1–3]. Legitimacy gaps occur when incongruencies emerge, most typically when organizational actions fail to meet societal expectations [4–6]. While there are a number of reasons why such chasms arise, the dynamic quality of legitimacy is of greatest concern here. Societal norms invariably change, forcing organizations to adapt to maintain at least the perception of alignment between their actions and societal expectations [1,7]. While norms and values are in near constant states of flux, certain flashpoint events can create extreme change at unprecedented speed. The COVID-19 pandemic represents one such flashpoint, leading to upheaval across numerous business sectors and facets of daily life on a global scale and at a breakneck pace
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