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Framing organizational social media: a longitudinal study of a hotel chain

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  • Karin Högberg

    (University West)

  • Anna Karin Olsson

    (University West)

Abstract

The development of social media in the past decade has transformed the hospitality and tourism industry. There is, however, limited empirical research on how individual employees and groups of employees within organizations make sense of new technology, such as social media, over time. In this paper we focus on the individual and organizational level by exploring how hotel employees and managers make sense of organizational social media over a 4-year period. The perceived usefulness of social media is studied in an organizational setting by applying technological frames as a theoretical framework. The study is a longitudinal case study that includes time both during and after the implementation of social media in an international hotel chain in Europe. A total of 37 in-depth qualitative interviews were conducted at 14 hotels as well as additional observations on site and on social media platforms. The study contributes to existing literature by investigating organizational social media use over time.

Suggested Citation

  • Karin Högberg & Anna Karin Olsson, 2019. "Framing organizational social media: a longitudinal study of a hotel chain," Information Technology & Tourism, Springer, vol. 21(2), pages 209-236, June.
    • Handle: RePEc:spr:infott:v:21:y:2019:i:2:d:10.1007_s40558-019-00141-6
    DOI: 10.1007/s40558-019-00141-6
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    References listed on IDEAS

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    2. Shuyue Huang & Lena Jingen Liang & Hwansuk Chris Choi, 2022. "How We Failed in Context: A Text-Mining Approach to Understanding Hotel Service Failures," Sustainability, MDPI, vol. 14(5), pages 1-18, February.

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