Legitimacy in the Eyes of the Beholders: Public Expectations from Aviation Organizations During Earthquakes

This study examines public legitimacy judgments toward airlines and aviation authorities during the most severe earthquakes in Türkiye by analyzing social media posts. The research explores public expectations and reactions during disasters using content analysis of posts tagging these organizations. The study shows that the public expects aviation organizations to go beyond their traditional air transportation services, highlighting a heightened demand for their role in corporate social responsibility. The study contributes to the legitimacy literature by demonstrating that legitimacy is divided into two judgments -perceived appropriate or inappropriate- and that this situation changes rapidly as expectations beyond traditional service are formed during disasters. By analyzing real-time data shared during the disaster, this research provides critical insights for aviation organizations to address societal needs in future crises proactively. Moreover, it highlights the essential role of transportation in ensuring public welfare and calls on scholars to further explore this critical intersection of corporate social responsibility, legitimacy, and disaster response, urging more proactive engagement with these urgent societal challenges.