Department of Management, Society and Communication

Associate professor

Room: DAL/
Michael Etter

I study how new information and communication technologies, such as social media, impact the formation of reputation and legitimacy, and how corporations can strategically use these technologies for corporate communication and PR. The aspect of CSR plays thereby a crucial role in my research.

Primary research areas

Social Media

Corporate Reputation

Corporate Social Responsibility


Corporate Communication and PR

Social media
Link to this homepage

Public Relations and Issues Management


I supervise Master and Bachelor theses on social media, reputation, legitimacy, CSR, corporate communication, and PR.

Selected publications

Etter, M. A., Ravasi, D., & Colleoni, E. (2018). Social media and the formation of organizational reputation. Academy of Management Review, (ja).

Etter, M. (2014). Broadcasting, reacting, engaging–three strategies for CSR communication in Twitter. Journal of Communication Management, 18(4), 322-342.

Castelló, I., Etter, M., & Årup Nielsen, F. (2016). Strategies of legitimacy through social media: The networked strategy. Journal of Management Studies, 53(3), 402-432.

Etter, M. A., & Vestergaard, A. (2015). Facebook and the public framing of a corporate crisis. Corporate Communications: An International Journal, 20(2), 163-177.

Ravasi, D., Rindova, V., & Etter, M., Cornelissen, J., (2018). The formation of organizational reputation. Academy of Management Annals.

Publications List
Publications sorted by:
Garima Sharma; Jean Bartunek; Patrice M. Buzzanell; Simone Carmine; Carsyn Endres; Michael Etter; Gail Fairhurst; Tobias Hahn; Patrick Lê; Xin Li; Vontrese Pamphile; Camille Pradies; Linda L. Putnam; Kimberly Rocheville; Jonathan Schad; Mathew Sheep; Joshua Keller / A Paradox Approach to Societal Tensions during the Pandemic Crisis
In: Journal of Management Inquiry, Vol. 30, No. 2, 4.2021, p. 121-137
Journal article > peer review
Michael Etter; Oana Brindusa Albu / Activists in the Dark : Social Media Algorithms and Collective Action in Two Social Movement Organizations.
In: Organization, Vol. 28, No. 1, 1.2021, p. 68-91
Journal article > peer review
Michael Etter / Glen Whelan: Megacorporation : The Infinite Times of Alphabet.
In: Organization Studies, 24.6.2021
Book review > peer review
Kirk Plangger; Matteo Montecchi; Ilias Danatzis; Michael Etter; Jesper Clement / Strategic Enablement Investments : Exploring Differences in Human and Technological Knowledge Transfers to Supply Chain Partners.
In: Industrial Marketing Management, Vol. 91, 11.2020, p. 187-195
Journal article > peer review
Peter Winkler; Michael Etter; Itziar Castello / Vicious and Virtuous Circles of Aspirational Talk : From Self Persuasive to Agonistic CSR Rhetoric.
In: Business & Society, Vol. 59, No. 1, 1.2020, p. 98-128
Journal article > peer review
Anne Vestergaard; Frederik Schade; Michael Etter / How to Study Public Negotiation of Responsibilities : A Communicative Approach to Business and Human Rights Research.
In: Nordic Journal of Human Rights, Vol. 37, No. 1, 2019, p. 18-41
Journal article > peer review
Matteo Montecchi; Kirk Planggera; Michael Etter / It’s Real, Trust Me! : Establishing Supply Chain Provenance Using Blockchain.
In: Business Horizons, Vol. 62, No. 3, 2019, p. 283-293
Journal article > peer review
Michael Etter; Christian Fieseler; Glen Whelan / Sharing Economy, Sharing Responsibility? : Corporate Social Responsibility in the Digital Age.
In: Journal of Business Ethics, Vol. 159, No. 4, 11.2019, p. 935–942
Journal article > peer review
Michael Etter; Davide Ravasi; Elanor Colleoni / Social Media and the Formation of Organizational Reputation
In: Academy of Management Review, Vol. 44, No. 1, 1.2019, p. 28-52
Journal article > peer review
Anne Vestergaard; Michael Etter / Business and Human Rights : Exploring the Limits of an Expanding Agenda on Corporate Responsibility.
In: Contracting Human Rights: Crisis, Accountability, and Opportunity. . ed. /Alison Brysk; Michael Stohl. Cheltenham : Edward Elgar Publishing 2018, p. 211–231 (Elgar Studies in Human Rights)
Book chapter > peer review
More results... (total 60 results)