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

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.