En grand mobilisering - En studie om intressenters påverkan på organisatoriska beslut
Sammanfattning: Mobilization via social media has the power to change organizational strategies and behavior. This study examines what types of communicative strategies stakeholders use to initiate an organizational change via social media. A qualitative textual analysis was conducted, consisting of 449 posts on Twitter and one press release from Grand Hôtel. This analysis stemmed from a model based on relevant theories regarding intangible assets, organizations and society, engagement and mobilization. The findings suggest that intangible assets can be changed and reevaluated by stakeholders in order to force an organization to change its way of practice to regain organizational legitimacy. This can be done by using one or multiple identified communication strategies: reevaluation of trust, moral reasoning and statements, illustrative messages and direct calls to action. These findings help deepen the knowledge about digital mobilization within a strategic organizational context.
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