Unfolding the contextual nature of enterprise social media use – a morphogenetic approach

Abstract

ABSTRACT Previous research has identified various organisational factors that influence the use of Enterprise Social Media (ESM) applications in companies, as well as the outcomes of ESM use. However, these valuable contributions manifest themselves as isolated findings and sometimes provide conflicting results, for example, regarding the impact on organisational hierarchies. It appears that the context of ESM use, which may explain the diversity of results, is not yet sufficiently understood. Against this backdrop, we develop a theoretical framework that adopts a morphogenetic perspective and draws on organisational theory to conceptualise the interplay between four organisational context dimensions and ESM use. By applying this framework to an empirical analysis of a global organisation, we develop a systematic understanding of the contextual nature of ESM use. Our findings help to position and connect previous research on hierarchies, the role of management, and the transformative outcomes of ESM use.