Abstract:Society is becoming increasingly polarized. This affects how constituents with conflicting identities engage with organizations online. A strong catalyst of polarization is events that affirm or threaten constituents’ identities and exacerbate in-group versus out-group distinctions. Using a mixed method approach, we theorize that competitive contests between organizations are identity-relevant events that affect online engagement by identifying and disidentifying constituents in different ways. Specifically, w… Show more
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