Smack-talking and tinder swiping: Social creativity and CSR in specialty coffee

Prior research reveals member perceptions of Corporate Social Responsibility (CSR) positively influence organizational identification (OID) via self-assessment mechanisms supporting self-enhancement and self-consistency, generally positioning CSR as a positive aspect of organizational identity, highlighting organizational attractiveness, members' value congruence, and other favorable CSR perspectives. Exploring how CSR is used in OID, this qualitative case comparison reveals how negative perceptions of CSR may also contribute positively to OID by identifying specific social creativity tactics used by members. Social aggression along the organizational identity dimension of CSR provides the stimulus for members to revalue the importance of CSR during OID. Using the lenses of social identity theory and organizational identity, interviews with members of four specialty coffee roasting companies were conducted, investigating members' understanding of CSR in the context of organizational identification. Phronetic iterative analysis and cross-case comparison reveal that CSR may be a central or peripheral dimension of organizational identity, influencing OID through both positive and negative perceptions of CSR.