Third-party online organizational reviews: Explaining review-and-rating patterns of the United States military and large corporate organizations

William T. Howe, Ryan S. Bisel

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

Virtual spaces are a new and influential means by which present and past organizational members share reviews of their organizational experiences and socialize potential newcomers; however, online reviews can be negative and jeopardize an organization's image. This investigation employed social identity theory and uncertainty management theory as a means of explaining patterned user ratings of organizational reviews online. In a first study, we content analyzed socialization storytelling about Basic Training on americangrit.com. Statistical analysis revealed that viewers rated stories more highly when the story portrayed the military favorably. In a second study, a content analysis of organizational reviews posted to indeed.com replicated and extended this pattern: Website visitors rewarded positive reviews of U.S. Military branches with higher ratings, while reviews of large corporate organizations (i.e., Apple, Bank of America, Michelin) varied. Implications for theory and practice conclude the paper.

Original languageEnglish
Article number100006
JournalComputers in Human Behavior Reports
Volume1
DOIs
StatePublished - Jan 1 2020

Bibliographical note

Funding Information:
Financial support was provided from the Office of the Vice President for Research and Partnerships and the Office of the Provost, University of Oklahoma .

Publisher Copyright:
© 2020 The Authors

Keywords

  • Military
  • Organizational socialization
  • Social identity theory
  • Totalistic organizations
  • Uncertainty management theory
  • Virtual spaces

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Artificial Intelligence
  • Computer Science Applications
  • Applied Psychology
  • Cognitive Neuroscience
  • Neuroscience (miscellaneous)

Fingerprint

Dive into the research topics of 'Third-party online organizational reviews: Explaining review-and-rating patterns of the United States military and large corporate organizations'. Together they form a unique fingerprint.

Cite this