'It’s my passion and how I am now': Shaping employee social identity through a self-organised Facebook page

The study makes a further contribution to attempts to explore and theorise how and why there is an increasing trend of employees taking to social networking sites in order to cope with organisational injustices. A range of technologies were used to interview USA retail employee users of a self-organised Facebook page, including interviews conducted via telephone, messenger, email and Skype. The findings point towards employees being driven to such forums because of the negative effects of organisational injustices on their employee social identity. The findings also suggest Facebook forums can shape social identity and in turn cope better with organisational injustices. Employee identification with Facebook self-organised groups has wider implications, however, in that both employers and organised labour need to recognise that employee social identities increasingly reflect such widespread, every-day activities.