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'A brave new (digital) world'? Effects of In-house Social Media on HRM


  • Hauptmann, Stefan
  • Steger, Thomas


Social media offer many opportunities for organizations but present, at the same time, many challenges, too. Particular attention must be paid to the new patterns of behavior emerging in organizations. We argue that these patterns derive both from the technical characteristics of the virtual environment and also from specific social structural conditions currently emerging. By referring to two case studies, we want to highlight and discuss the implications of these current developments and their opportunities, threats and consequences for Human Resource Management. Our analysis will be supported by theories and research on the reproduction of rules and norms, on the one hand, and on social structural studies about digital natives and Generation Y, on the other. In order to sharpen our argument and to highlight the challenges of social media for human resource management, we propose the concept and notion of a ‘parallel world.’

Suggested Citation

  • Hauptmann, Stefan & Steger, Thomas, 2013. "'A brave new (digital) world'? Effects of In-house Social Media on HRM," Zeitschrift fuer Personalforschung. German Journal of Research in Human Resource Management, Rainer Hampp Verlag, vol. 27(1), pages 26-46.
  • Handle: RePEc:rai:zfpers:doi_10.1688/1862-0000_zfp_2013_01_hauptmann

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    References listed on IDEAS

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    Cited by:

    1. Poba-Nzaou, Placide & Lemieux, Nathalie & Beaupré, Daniel & Uwizeyemungu, Sylvestre, 2016. "Critical challenges associated with the adoption of social media: A Delphi of a panel of Canadian human resources managers," Journal of Business Research, Elsevier, vol. 69(10), pages 4011-4019.

    More about this item


    social media; computer-mediated communication; digital natives; group-coherence; organizational structures; rule-following;

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D04 - Microeconomics - - General - - - Microeconomic Policy: Formulation; Implementation; Evaluation
    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O15 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Economic Development: Human Resources; Human Development; Income Distribution; Migration


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