Social Evaluations in a Multiple-Audience Context : The Impact of a Social Misconduct on People's Complaints, Share Price and Media Evaluation

Abstract : Literature on social evaluations has mainly analyzed the “audience-candidate” dyad,leaving underexplored the way the evaluation of a main audience (e.g. a social-control agent)influences the evaluation of another audience. This dissertation looks at social evaluations in amultiple-audience context. It focuses on organizational social misconduct - an important, yetunderstudied social evaluation - and it investigates “Why does an audience change its evaluationfollowing organizational social misconduct?”. Each of the three essays focuses on a differentaudience (evaluation): people (people’s complaints), investors (share price) and the media(newspapers’ evaluation). Two novel settings and unique databases were used: advertising selfregulationin the UK and Calciopoli, the scandal that affected the Italian Serie A in 2006. Resultsshow that in case of organizational social misconduct, the evaluation of a social control agent doesinfluence the evaluation of another audience, however this effect is not mechanical. Three primarymoderators emerge from the three essays: the ambiguity of the norm, the saliency of the event, andlocalness of the transgressors. In summary, this dissertation shows that social norms are betterunderstood in a triadic framework: “candidate – social-control agent – another audience”. Socialnorms are not set exogenously, but are endogenously created by the actions of the candidates andthe evaluations of (at least) two audiences.
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Marco Clemente. Social Evaluations in a Multiple-Audience Context : The Impact of a Social Misconduct on People's Complaints, Share Price and Media Evaluation. Business administration. HEC, 2013. English. ⟨NNT : 2013EHEC0012⟩. ⟨tel-01552183⟩

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