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.
| Identifer | oai:union.ndltd.org:ucf.edu/oai:stars.library.ucf.edu:etd-6790 |
| Date | 01 January 2018 |
| Creators | Olsen, Christina Maria |
| Publisher | STARS |
| Source Sets | University of Central Florida |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Electronic Theses and Dissertations |
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