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Should employees be “dooced” for a social media post? The role of social media marketing governance

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  • Parker, Janna M.
  • Marasi, Shelly
  • James, Kevin W.
  • Wall, Alison

Abstract

Instances of employees being ‘dooced’ because of a social media post are becoming commonplace. Three research questions are presented to better understand workplace firings due to social media posts using justice theory and social convergence to fit within the nomological net. The first question examines employees' awareness of their employer's social media policy. The second question examines the role of offensiveness in the perceived fairness of the termination. The third question asks whether work-related posts (social convergence) and the presence of a social media policy (social media governance) influence the perception of termination fairness. Two data collection efforts are presented to test the research questions. The research findings extend the social media marketing governance literature by incorporating role theory and script theory. Managerial implications include the importance of developing and communicating to employees the organization's social media policies.

Suggested Citation

  • Parker, Janna M. & Marasi, Shelly & James, Kevin W. & Wall, Alison, 2019. "Should employees be “dooced” for a social media post? The role of social media marketing governance," Journal of Business Research, Elsevier, vol. 103(C), pages 1-9.
    • Handle: RePEc:eee:jbrese:v:103:y:2019:i:c:p:1-9
    DOI: 10.1016/j.jbusres.2019.05.027
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    References listed on IDEAS

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    1. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    2. Cortini, Michela & Fantinelli, Stefania, 2018. "Fear for Doocing and Digital Privacy in the Workplace: A Dual Pathway Model," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 29(2), pages 162-178.
    3. Christine Porath & Debbie Macinnis & Valerie Folkes, 2010. "Witnessing Incivility among Employees: Effects on Consumer Anger and Negative Inferences about Companies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 292-303, August.
    4. O’Connor, Kimberly W. & Schmidt, Gordon B. & Drouin, Michelle, 2016. "Helping workers understand and follow social media policies," Business Horizons, Elsevier, vol. 59(2), pages 205-211.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    Cited by:

    1. Stefan Ivens & Mario Schaarschmidt & Raoul Könsgen, 2021. "When Employees Speak as They Like: Bad Mouthing in Social Media," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 1-13, February.
    2. Stefania Fantinelli & Michela Cortini, 2019. "Social Network Services Management and Risk of Doocing. Comment on Kim, S.; Park, H.; Choi, M.J. “Negative Impact of Social Network Services Based on Stressor-Stress-Outcome: The Role of Experience of," Future Internet, MDPI, vol. 11(9), pages 1-3, September.

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