Understanding Employee Attitudes to SNS Implementation in the Australian Banking Sector

Abstract

The Australian banking sector has utilised Social Networking Sites (SNS) to support companies' sustainability through customer engagement. Numerous studies have been conducted on issues associated with SNS, including teamwork, communication, trust, and security. These studies have usually been concerned with the perspectives and attitudes of customers and organizations, and sometimes, employers. This chapter is based on a Master's degree dissertation research aimed at filling the gap by investigating the opinions of the Australian banking sector employees, in particular those who use the SNS application as a work tool. The Honeycomb framework is used as the theoretical basis with six underlying factors being ascertained as a result of Exploratory Factor Analysis (EFA). The findings are discussed, and recommendations are proposed which are intended to increase the benefits to be gained from SNS adoption. The analysis results make a significant theoretical, methodological, and practical contribution.