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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Mirai Management JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Edukasi Islami: Jurnal Pendidikan Islam SEIKO : Journal of Management & Business AkMen JURNAL ILMIAH JURNAL PENDIDIKAN TAMBUSAI Patria Artha Management Journal YUME : Journal of Management Idaarah: Jurnal Manajemen Pendidikan Jurnal Edueco Jurnal Akuntansi Kompetif PAY Jurnal Keuangan dan Perbankan Al-Kharaj: Journal of Islamic Economic and Business Community Development Journal: Jurnal Pengabdian Masyarakat Bisnis Net : Jurnal Ekonomi dan Bisnis Asian Management and Business Review Terbuka Journal of Economics and Business Golden Ratio of Human Resource Management Golden Ratio of Finance Management Jurnal Manajemen Perbankan Keuangan Nitro Journal Online Manajemen ELPEI (JOMEL) Prosiding Seminar Nasional Manajemen dan Ekonomi Jurnal Pengabdian Masyarakat Bangsa PARADUTA : Jurnal Ekonomi dan Ilmu-Ilmu Sosial Jurnal Bisnis dan Kewirausahaan Jurnal Pengabdian Sosial Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Atestasi : Jurnal Ilmiah Akuntansi Arunika: Jurnal Pengabdian Masyarakat
Mukhtar, Afiah
Sekolah Tinggi Ilmu Ekonomi Tri Dharma Nusantara
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Public Legitimacy of Management Dismissal Decisions in the Social Media Era: The Viral Case of “Anita Tumbler” Afiah Mukhtar; Herenal Daeng Toto; Rahmat Rahmat; Masradin Masradin; Rif'ah Shafwah
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.9574

Abstract

This study aims to analyze how digital public reactions play a role in shaping the social legitimacy of management decisions to terminate employees in the social media era, using the viral case study of "Anita Tumbler." This research starts from the assumption that the legitimacy of termination decisions is no longer solely determined by formal organizational procedures. Methods: this study used a qualitative approach through content analysis of comments from netizens on social media related to the case, as well as document analysis of the company's official response. Data were analyzed using NVivo 12 software to identify dominant themes, patterns of public reactions, and organizational legitimacy. Results: the results indicate that public reactions in the digital space were dominated by public anger, moral judgment, justification of punishment, and ridicule. These patterns collectively construct a normative narrative that legitimizes the termination decision as a socially acceptable action. The findings also reveal that the legitimacy of termination decisions is shaped by public opinion and emotional responses in the digital space rather than solely through legal grounds or formal procedures. Implications: this study emphasizes the importance of balancing the protection of employee freedom of expression with professional obligations in the use of social media. In the era of social media, HR is not only required to be able to respond to public pressure, but also to consider the proportionality of sanctions, the long-term impact on individuals, and justice mechanisms that protect both parties, namely the organization and the employees themselves.
Co-Authors Abdul Basid Afriyani Afriyani Ahmad Yani Abdurrahman Aigistina Aigistina Aigistina, Aigistina Aisya, Nur Akbar Akbar Akbar Akbar Al-Anesi, Abdul Salam Hamood Ghaleb Andi Makkulawu Panyiwi Kessi Artiyani, Megawhati Asmawiyah Asmawiyah Asmawiyah Asmawiyah, A. Bahriansyah, Bahriansyah Basri, Surya Kelana D. Hadji Latif, Sahraman Dewi Anggraeni Diah Ayu Gustiningsih Eka Pariyanti Fitra Jaya Harenal Daeng Toto Herenal Daeng Toto Husnawati Husnawati Inayatul Mutmainnah Inayatul Mutmainnah Kapriani Kapriani, Kapriani Luqman MD Makkulawu, Andi Marsuki Marwah Juwita Yusuf Masradin Masradin Masradin, Masradin Muarif Leo Mukhammad Idrus Nur Aida Nur Aida, Nur Nur Alam Nur Fatwa Basar Nur Wahyuni Nurdiana Nurdiana Nurhidayati Islamiah Nurjaya Gani Nurjaya Nurjaya NURJAYA NURJAYA, NURJAYA Nurlaila Nurlaila Nurlinda Nurlinda Pratiwi AR, Dhita Puspitaningsih, Flora Rahmat Rahmat Rahmat Rahmat Rif'ah Shafwah Rif’ah Shafwah Rismar Julia Safitri, Julia Salam, Karta Negara Sarilah Sarilah Siti Fatimah Siti Fatimah Sucipto Sucipto Sulaiha Suwandi, Wisda SULTAN, ZULKIFLI Syamsinar Syamsul Rinaldi Tahir, Muh Syarif Thamrin Tahir, Muhammad Ilyas Tri Velyna Utomo, Jepri Wisda Zulaeha Suwardi Yacob Impak, Maya Indriani