Liking the Met Gala: Towards a Quantification of Organisational Legitimacy through Instagram

Grounded in foundational organisational legitimacy theory, this research examines the role of Instagram Likes as a foundational metric for organisational legitimacy, proposing a novel framework that positions digital engagement as a modern-day opinion poll (Bitektine & Haack, 2015). Using the Met Gala as a case study, the research explores how cultural institutions navigate the convergence of exclusivity and digital democratisation to maintain relevance in a participatory era. Through a mixed-methods approach, combining quantitative analysis of Instagram data with qualitative insights into algorithmic mediation and stakeholder dynamics, the research develops a new legitimacy model that operationalises Likes as substantive indicators of alignment with stakeholder expectations. The findings demonstrate that Instagram Likes transcend superficial popularity, serving as critical markers of legitimacy influenced by thematic resonance, temporal trends, and algorithmic factors. By challenging the dominance of sentiment analysis, the research offers a replicable, data-driven framework for evaluating digital legitimacy and highlights the transformative role of visual-centric platforms in shaping public perceptions. The Met Gala’s strategic use of Instagram reveals the interplay between democratisation and exclusivity, showcasing how digital platforms enable organisations to foster stakeholder engagement while preserving cultural authority. The research not only advances legitimacy theory by integrating digital metrics into traditional frameworks but also provides practical insights for organisations navigating the complexities of participatory platforms. Ultimately, it positions Likes as central to understanding legitimacy in the digital age, bridging theoretical gaps and offering actionable strategies for cultural and organisational sustainability.