Thank you! Academic article published...20772
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 Texas TechUniversity Researcher Lubbock, Texas |
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| I am so excited to share that my and co-author’s paper, "Super-Heroes at Your Service: Navigating Moral Dilemmas and Small Business Owner Identity in Online Communities," has been published in the Journal of Service Theory and Practice as part of the forthcoming Qualitative Digital Methods to Advance Service Theory and Practice special issue. This could not have been possible without the community’s support! Thank you to everyone that participated! It greatly helps us understand the challenges of being a small business owner during times of crisis. Anderson, K.C., Hass, A., Mertz, B.A., McDonald, R.E. (2025). Super-Heroes at Your Service: Navigating Moral Dilemmas and Small Business Owner Identity in Online Communities. Journal of Services Theory & Practice. Below is the structured abstract: Purpose: In addition to business stresses, small business owners (SBOs) face moral conflict and moral identity challenges when providing services during a crisis, such as a natural disaster, war, or global health issues. This netnography study explores SBOs as they leverage online service communities to modify practices, sustain services, and manage the resulting moral conflict. Design/methodology/approach: We employ a netnographic approach, including engagement with a global forum, online surveys, and interviews. Data were collected from virtual reality photographers working in residential real estate at the height of the pandemic crisis. Findings: The netnographic data reveal that the crisis threatened their businesses and caused these SBOs to question whether their services were essential or merely capitalizing on the crisis, creating moral tension and role conflict. We find that online service communities offer a social alliance and verification that can promote a co-creative process, leading to creative business practices. Additionally, the community interactions inspire SBOs to adopt a moral identity, which assists in bringing normalcy to the delivery of their service while keeping others safe. Originality: This study utilized netnography innovatively, including incorporating open-ended surveys and broad-reaching member checks. This yielded insights during a time-bound crisis context within an online service community. Additionally, using social identity and organizational identity theories, we introduce the concept of SBO identity and investigate the owners’ journey through early crisis management. |
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 WGAN ForumFounder & WGAN-TV Podcast Host Atlanta, Georgia |
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85-WGAN-TV Virtual Tour Super-Heroes at Your Service: How Business communities Inspire Creativity to Mitigate Crisis with Texas Tech University Marketing PH.D. Candidate Kelley Cours Anderson, M.S. (@kcoursa) | Wednesday, 18 November 2020 Reprinted with permission of Researcher Kelley Anderson, M.S., PH.D. Candidate at Texas Tech University. @kcoursa Congratulations and thank you for sharing ... Fond memories of our WGAN-TV Live at 5 show together (above) on Wednesday, 18 November 2020 ... discussing the results of your research. Best, Dan |
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Texas Tech University Researcher Lubbock, Texas |
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Love this! What a flashback.  Also - if any questions arise, feel free to reach me at my new academic home at the College of Charleston (andersonkb@cofc.edu. |
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