Vanessa Cooper

This paper examines what happens when multiple organisations with competing logics enact social media concurrently and in diverse ways. This is important in organisational fields such as emergency management where it becomes problematic if information provision is fragmented and inconsistent. A qualitative and multi‐level case study of an organisational field is undertaken, comprised of interviews with 45 representatives from 27 organisations, including emergency management organisations, government agencies, non‐government organisations, private organisations, and community groups. Based on our findings, we build understanding of how logics and the enactment of digital technology coevolve in an organisational field. We articulate a theoretical model that explains the reciprocity between logics and the enactment of social media. We also develop a framework that captures an organisational field‐level perspective on the range of ways that information flows across such a field. We contribute to theory on institutional dynamics and to understanding of the enactment of social media in organisational fields. Implications for practice are discussed.