How Narrative Transportation in Anonymous Employee Dissent Threatens Corporate Reputation: The Mediating Roles of Perceived Similarity and Personal Relevance

Abstract

Anonymous employee platforms such as Blind and Glassdoor have transformed workplace communication dynamics, enabling employees to voice grievances without fear of retaliation. This study examines how anonymous employee dissent about workplace bullying influences public perceptions of corporate responsibility attribution, reputation, and word-of-mouth intentions. Using survey data from 400 employed Korean adults exposed to anonymous employee dissent narratives on Blind, we examine the effect of narrative transportation and the mediating roles of perceived similarity and personal relevance. Findings reveal that narrative transportation into employee dissent prompts audiences to attribute greater responsibility to companies, leading to reputational damage and negative WOM intentions. This effect is mediated by higher perceived similarity with the dissenting employee and higher personal relevance of the bullying issue. By integrating narrative transportation and defensive attribution theories, this study highlights reputational risks companies face when anonymous dissent narratives resonate with audiences, transforming internal issues into public concerns.