University of Twente Student Theses
HEY! – That’s my territory : The deterritorialization of an organization through the introduction of an enterprise social media and its affordances
Postma, M.G.M. (2024) HEY! – That’s my territory : The deterritorialization of an organization through the introduction of an enterprise social media and its affordances.
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| Abstract: | Purpose: This thesis looks into the impact that the introduction of an enterprise social media (ESM) has on an internationally fragmented organization and its workforce. By introducing a new theoretical lens of deterritorialization, this study aims to understand how the different structures within an organization are impacted through the newly introduced ESM and its affordances. The lens of deterritorialization adds on to the existing body of implementation literature as compared to the TAM (Technology Acceptance Model), UTAUT (Unified Theory of Acceptance and Use of Technology) and the TPB (Theory of Planned Behaviour), this lens enables for the research to focus not only on the individual but also on the existing social structures present within the organization. Methods: The present study applied several qualitative methods in which different employees of the company participated. Interviews with key informants and the implementation team were conducted. Also, 19 implementation meetings were observed and two focus group meetings (n=7) about the experiences of first time users were held. Last, desk research of an internal weekly update was conducted. The different data was transcribed and anonymized and coded both using inductive and deductive methods. Results: The results of the study show the multifaceted nature of an ESM implementation and the impact of deterritorialization and fragmentation have had on the organization. Several key topics have been identified such as the challenges faced in the different phases of implementing, the fragmentation of the ways of working, the difficulty in building up the platform, the different regions and territories becoming more visible and findable, as well as the role that employees play within the implementation of an ESM. Conclusion: The implementation of an ESM and the impact of deterritorialization on an internationally fragmented organization has many different facets. On the surface it was seen as positive, however different underlying factors were identified that are holding back the implementation. The way in which the ESM will develop, will impact the deterritorialization of the organization. |
| Item Type: | Essay (Master) |
| Clients: | Keppra Sand |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/104810 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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