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Concealing Communities Within the Crowd

This study investigates organizational identity and member identification in a hidden organization operating within a crowd-based collective. Specifically, it draws from Scott’s hidden organization framework to examine the role of the Yelp Elite Squad, an invitation-only organization that receives access to free monthly parties and other rewards organized by a local employee of Yelp. Analyses of qualitative interviews and participant observation indicate that through limited information, restricted channels of communication, and framing participation as “community,” Yelp is able to conceal the Elite Squad organizational identity from both the public as well as members of the Elite Squad. Further analysis reveals tensions emerging from expressing and suppressing organizational identification among members of the Elite Squad. Finally, Yelp is shown to broker (in)visibilities of the Elite Squad with local businesses to create value for the organization.