Gossip: a channel for the development of personal reputation

Abstract

Purpose The purpose of this study is to empirically test the extent to which gossip plays a role in individual reputation development in the context of contemporary organizations. This study answers the continuous calls to integrate theory across fields by exploring the theoretical links between these two constructs. Design/methodology/approach This study provides a conceptual analysis and general review of the literature on gossip and reputation. The relationship between these two constructs is investigated through a two-study package (lab and field) yielding convergent results. Findings The findings of this study are that gossip contributes to organizational identity in that it reinforces the social norms of groups and that gossip serves as an important enabler of reputational development. This study provides empirical evidence that gossip serves a more significant role in the development of personal reputation than more formal methods of communication. Practical implications As organizations and individuals attempt to develop and capitalize on the effects of individuals’ reputations, this study provides practical insights into the knowledge that needs to be built regarding the method by which this development can occur. This study points to the practical value of gossip in the creation of personal reputation. Originality/value The theoretical framework in this study highlights the centrality of gossip as a primary enabler of reputation development in contemporary organizations. Reputation theory is advanced by studying a segment of the construct that has, until now, been excluded from consideration in this field.