How to Reach and Influence Both Users and Non-users of Internal Social Media Technologies



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Submitted Jan 11, 2022
Published Feb 18, 2022
10.24018/ejbmr.2022.7.1.1263

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This study investigates potential barriers and supporting factors for employees’ Internal Social Media (ISM) usage intention for not only users but also the harder to reach target group of non-users. Following and extending the Decomposed Theory of Planned Behavior (DTPB), it is assumed that ISM acceptance, superiors’ and peers’ support of ISM, superiors’ and peers’ usage of ISM, and the perceived ISM usage ability will explain employees’ usage intention. Multiple regression analyses revealed that users’ and non-users’ usage intention increases mostly with acceptance. Additionally, for users, peer usage support and behavior, as well as ISM Trainings showed to have an impact on usage intention.

Keywords: Decomposed Theory of Planned Behavior, Internal Organizational Communication, Internal Social Media, Organizational Behavior, Perceived Organizational Communication Quality

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