Recent years have seen a dramatic rise in the cases of Cybershaming of businesses. Social media has enhanced organizational transparency to actors both within and outside, consequently disrupting institutional arrangements and logics. Actors defend the institutional logics they cherish, and any contradiction between competing logics may trigger conflict and uncertainty. In the absence of clear institutional illegality, various actors on social media will amplify competing ideological bases and logics. Outgroup actors may resort to Cybershaming to secure compliance and enforce community prescriptions, thereby ensuring respect for inclusivity and capacity for rich, meaningful lives for everybody. Our conceptual paper seeks to theorize how organizational ingroup actors may choose to respond to Cybershaming from outgroups through the lens of confrontation, disruption, and resettlement of logics on social media. When confronted with disruption from institutional complexity, how will institutional ingroup actors react to restoring or defending cherished logics? Specifically, how will this play out amidst the transparency and visibility afforded by social media? Given the emergent and evolving nature of this phenomenon, we build on the theoretical foundations of institutional logics and complexity while simultaneously drawing from a wide range of empirical sources, including studies on internet policy, cybercrime, activism, business ethics, news articles, popular books, and traditional group-based Shame studies. Ultimately, we seek to contribute to the urgent and opportune discussion on institutional complexity and disruption in the digital age.
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