Michael Etter

Michael Etter
Copenhagen Business School · Department of Intercultural Communication and Management

About

40
Publications
25,149
Reads
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1,540
Citations
Citations since 2017
24 Research Items
1345 Citations
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2017201820192020202120222023050100150200250300
2017201820192020202120222023050100150200250300

Publications

Publications (40)
Article
Recent research has damped initial promises for democratic deliberation in social media arenas. Empirical studies find only low degrees of direct reciprocal interaction among participants, a lack of consensus orientation, and accelerated forms of communication that fail to meet traditional ideals of deliberation. In line with recent literature, we...
Article
Full-text available
Can citizens impact the broader discourse about an organization and its legitimacy? While social media have empowered citizens to publicly question firms through large volumes of online evaluations, the high heterogeneity of their evaluations dilutes their impact. Our empirical study applying a threshold vector autoregressive model (TVAR) analysis...
Article
Full-text available
Corporate social responsibility (CSR) aspirations by companies have been identified as a motivating factor for active employee participation in CSR implementation. However, a failure to practise what one preaches can backfire and lead to attribution of hypocrisy. Drawing on a qualitative study of an award-winning sustainability pioneer in the cosme...
Article
Purpose Over recent years, public relations (PR) research has diversified in themes and theories. As a result, PR presents itself today as a multi-paradigmatic discipline with competing ideas of progress that mainly circle around questions of ontology and epistemology, i.e. around defining appropriate object and knowledge in PR research. Design/me...
Article
The success of home-sharing platforms like Airbnb has introduced the role of sharing providers, i.e. those users who list their properties on the website and share them in exchange for an income. Different from micro-entrepreneurs within other types of peer-to-peer platforms such as e-marketplaces, the experience of home-sharing often presumes face...
Article
Full-text available
The sharing economy has transformed economic transactions, created new organizational forms, and contributed to changes in consumer culture. Started as a movement with promises of a more sustainable, democratic, and inclusive economy, the sharing economy, and its impact on issues such as privacy, discrimination, worker rights, and regulation, is no...
Article
Scholars are divided over the question of whether managerial aspirational talk that contradicts current business practices can contribute to corporate social responsibility (CSR). In this conceptual article, we explore the rhetorical dynamics of aspirational talk that either impede or foster CSR. We argue that self-persuasive CSR rhetoric, as one e...
Article
Full-text available
In our original article (Etter, Ravasi & Colleoni, 2018), we argued that the rise of social media is changing how evaluations are made public and impact the formation of organizational reputation. In their counterpoint, [authors] argue in favour of a separation between the construct of media reputation and social media reputation. They further argu...
Article
Full-text available
In this article, we review four decades of research on the formation of organizational reputation. Our review reveals six perspectives that have informed past studies: a game-theoretic, a strategic, a macro-cognitive, a micro-cognitive, a cultural-sociological, and communicative one. We compare and contrast the different assumptions about what repu...
Article
Digital ubiquity and penetration across spatio-temporal boundaries have exacerbated the need for a clearer understanding of where the boundaries of personal, professional, and public communication begin and end. Indeed, boundary specifications have become an iconic problematic for organizational control and employee communication in the age of soci...
Article
Full-text available
Conventional quantitative methods for the measurement of organizational legitimacy consider mainly three sources that make judgments about organizations visible: news media, accreditation bodies, and surveys. Over the last decade, however, social media have enabled ordinary citizens to bypass the gatekeeping function of these institutional evaluato...
Article
Full-text available
The rise of social media is changing how evaluative judgments about organizations are produced and disseminated in the public domain. In this article, we discuss how these changes question traditional assumptions that research on media reputation rests upon, and we offer an alternative framework that begins to account for how the more active role o...
Article
Full-text available
Three global developments situate the context of this investigation: the increasing use of social media by organizations and their employees, the burgeoning presence of social media policies, and the heightened focus on corporate social responsibility (CSR). In this study the intersection of these trends is examined through a content analysis of 11...
Article
Purpose – How organizations’ pasts are presented to the public is crucial, because this presentation shapes corporate reputations. Increasingly, various actors contribute to the public remembering of organizations with new information and communication technologies (ICTs). The purpose of this paper is to investigate the online encyclopedia Wikipedi...
Article
Texts and conversations are central to the constitution of organizations. Through the use of social media technologies, organizational members and nonorganizational members alike have the capacity to author organizational texts that co-constitute an organization as an entity with a specific identity in a situational space and time. The implications...
Article
How can corporations develop legitimacy when coping with stakeholders who have multiple, often conflicting sustainable development (SD) agendas? We address this question by conducting an in-depth longitudinal case study of a corporation's stakeholder engagement in social media and propose the concept of a networked legitimacy strategy. With this st...
Article
The introduction of new information and communication technologies such social media platforms in organizations results in a new emerging logic of stakeholder engagement around sustainable development issues. We investigate how middle managers of a pharmaceutical corporation navigate between two competing logics of stakeholder engagement: the curre...
Article
Purpose – Symmetric communication and relationship building are core principles of public relations, which have been highlighted for CSR communication. The purpose of this paper is to develop three different communication strategies for CSR communication in Twitter, of which each contributes differently to the ideals of symmetric communication and...
Article
The interactivity levels of online CSR communication are typically low. This study explores the reasons for the low levels of interactivity in the popular social media tool Twitter. An analysis of 41,864 Twitter messages (tweets) from the thirty most central corporate accounts in a CSR Twitter network is conducted. Comparisons (t-test) between CSR...
Chapter
Corporate Social Responsibility (CSR), definiert als das freiwillige Wahrnehmen der soziale und ökologischen Unternehmensverantwortung über die gesetzlichen Bestimmungen hinaus, gilt als wichtiger Faktor, der das Image und die Reputation eines Unternehmens und somit auch die Beziehungen zu den verschiedenen Anspruchsgruppen positiv beeinflusst (Fom...
Chapter
Die Frage ob Unternehmen eine gesellschaftliche Verantwortung wahrzunehmen haben, und wenn ja, auf welche Art und Weise, wird seit geraumer Zeit unter dem Schlagwort „Corporate Social Responsibility“ (CSR) kontrovers diskutiert. Die Forderung nach mehr unternehmerischer Verantwortung ist auf der einen Seite den steigenden Ansprüchen von Kunden, Reg...
Article
Full-text available
The link between affect, defined as the capacity for sentimental arousal on the part of a message, and virality, defined as the probability that it be sent along, is of significant theoretical and practical importance, e.g. for viral marketing. A quantitative study of emailing of articles from the NY Times finds a strong link between positive affec...
Article
Die „sozialen Medien“ stellen Unternehmen vor neue kommunikative Herausforderungen: Im Web 2.0 kann jeder Teilnehmer seine Interessen und Positionen an den Gatekeepern der etablierten Medien vorbei publizieren, und sich mit Gleichgesinnten zusammenschliessen und koordinieren. Das Internet ermöglicht es so, bisher von Entscheidungsträgern unbeachtet...
Article
Stakeholder relationships become increasingly important as new communication technologies en-able interest groups to communicate their demands, organize themselves and voice their concerns with ease. In this changing stakeholder environment, the creation and maintenance of relational social capital relies not only on communication in classical medi...
Conference Paper
This study explores how companies use the social media tool Twitter for CSR communication. By analyzing CSR communication conducted by 30 most central corporate Twitter accounts, identified through social network analysis within a CSR-Twitter-network consisting of 19’855 Twitter members, we contribute to the understanding of Twitter’s role for...
Article
Individual managers exert a significant influence over the adoption of Socially Responsible Management practices. Previous studies have shown that executives exercise managerial discretion when it comes to the choice of specific Corporate Social Responsibility (CSR) policies and programs. Our study analyzes the link between personal values and atti...

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Projects

Projects (5)
Project
UniCredit & Universities Research Foundation, GSSI UniCredit. Apply digital social network methods to explore individual's info-mediation about banks and banking industry reputation from 2008 - 2014. Machine learning and semantic network analysis.
Project
BBVA Individual Grants Apply big data to analyse the evolution of organinzational stigma in the fleeting context of Twitter