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An explorative study on the individual adoption process of Enterprise Social Media : A comparison between users and potential users at three organizations

Hazelaar, Kimberley (2015) An explorative study on the individual adoption process of Enterprise Social Media : A comparison between users and potential users at three organizations.

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Abstract:Enterprise Social Media (ESM) enable employees within a company to visibly communicate with one another, within a (private) group. Companies are eager to implement ESM in order to become more agile and use the capacity of their employees. However, companies struggle with the individual adoption of Enterprise Social Media. In this study I explore which critical factors influence the use of ESM, by comparing users with potential users. I also explore whether organizational context influences the individual adoption process. To determine which factors influence the usage of – or intention to use – ESM, I conducted an extensive literature research. I propose a new framework which combines the actual use and potential use. The studies of Schöndienst et al. (2011) and Kügler et al. (2013), amongst others, are integrated in a new model: Unified Theory of Acceptance and Use of Enterprise Social Media (U/E). A panel of experts was asked to rank all factors of U/E, based on their experience in the field of internal communication and ESM. This resulted in six critical factors, which were tested among users and potential users in three different organizations which have Yammer as an internal social media tool. The most important result is the importance of activity of other employees rather than managers, and the correlation between Performance Expectancy, Reputation and Perceived Critical Mass regardless the user group or organizational context.
Item Type:Essay (Master)
Clients:
Involve
Evolve
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/67362
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