The Friend, the Influencer, the Lawyer: a Qualitative Case Study of IKEA’s Identity Expressions on Facebook
With the increased loss of control over the organizational identity (OrI) in social media, research has started to encourage organizations to hand over control of the OrI to the creation and distribution of stakeholders. This has created challenges for the strategic communicator in managing the OrI internally, as the employees adapt to the OrI in the mind of the stakeholder rather than the OrI set