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

Karin Högberg () and Anna Karin Olsson ()
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Karin Högberg: University West
Anna Karin Olsson: University West

Information Technology & Tourism, 2019, vol. 21, issue 2, No 4, 209-236

Abstract: 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.

Keywords: Organizational social media; Technological frames; Socio-cognitive; Information technology use; Longitudinal research; Hospitality industry (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s40558-019-00141-6

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