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Social Media Use and Organizational Identity: A Case Study

In: Exploring Innovation in a Digital World

Author

Listed:
  • Stefano Lauro

    (Università degli Studi del Sannio)

  • Aizhan Tursunbayeva

    (Università degli Studi di Napoli “Parthenope”)

  • Raluca Bunduchi

    (University of Edinburgh)

  • Gilda Antonelli

    (Università degli Studi del Sannio)

  • Marcello Martinez

    (Università della Campania Luigi Vanvitelli)

Abstract

The organizational identity (OI) concept has been used only sporadically in information systems (IS) research despite the fact that technology in general and social media (SM) in particular are transforming the way individuals, groups and organizations think about and define themselves. This study examines the relationship between the extent of employees’ SM use for professional purposes and the nature of OI that employees hold about their employer. This relationship is examined in a medium-sized Italian HR Consulting Company. Data were collected by interviewing 22 employees and from examining their LinkedIn accounts. Our analysis unearths both strategic and cultural aspects of employees OI, with the former prevailing, and finds that that neither of these sides of OI vary depending on the extent of employees’ SM use. Considering that LinkedIn is the world’s largest professional SM, this study also has important practical implications highlighting the need to better explain SM use to employees.

Suggested Citation

  • Stefano Lauro & Aizhan Tursunbayeva & Raluca Bunduchi & Gilda Antonelli & Marcello Martinez, 2021. "Social Media Use and Organizational Identity: A Case Study," Lecture Notes in Information Systems and Organization, in: Federica Ceci & Andrea Prencipe & Paolo Spagnoletti (ed.), Exploring Innovation in a Digital World, pages 291-304, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-87842-9_19
    DOI: 10.1007/978-3-030-87842-9_19
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