Critical dialogic accountability online: responsibility networks and the dynamics of legitimacy repair

Purpose This study aims to explore how critical dialogic accountability (CDA) unfolds in online settings, particularly during legitimacy crises, and how responsibility networks shape organisational responses. Design/methodology/approach We conduct a case study of a Polish company that faced accountability demands after it shipped protective masks to China during the COVID-19 pandemic. Drawing on a unique dataset, this netnographic study combines buzz, sentiment and content analyses of publicly available online discussions to capture the dynamics of legitimacy repair in real time. Findings We show that the online environment fundamentally reconfigures accountability processes. Three types of responsibility networks – supporters, neutrals and opponents – emerged, each with its own accountability demands. These networks were dynamic, fluid and temporal, with members' prominence shaped by online activity and visibility. Our findings illustrate how organisations facing legitimacy pressure must swiftly navigate conflicting accountability demands and adapt their responses in real time. Originality/value This study extends the CDA literature by demonstrating how responsibility networks formulate accountability demands and complicate accountability processes. It also contributes to legitimacy theory by demonstrating that legitimacy repair in online crises requires organisations to engage with dynamic responsibility networks rather than predefined stakeholder groups, thereby reshaping the interaction between accountability and legitimacy in online contexts.