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Does Social Capital Arise from Enterprise or Public Social Media Use? A Model of Social Media Antecedents and Consequences

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Abstract

Research on the antecedents of SM and its consequences for organizations is silent on the distinctions between Enterprise SM (ESM) and Public SM (PSM) applications, as also is unclear whether PSM usage lowers or improves organizational outcomes. Our research model addresses these gaps. One, since SM usage is serendipitous and unstructured we propose that an organization’s strategic orientation is highly salient in affecting social media use. Two, we theorize why each type of SM – ESM vis-à-vis PSM contributes distinctly to organizational social capital. Data was collected from the IT industry, an ideal setting given its high clock-speed and information intensity. We find that PSM use contributes to all dimensions of social capital, over and above the contribution from ESM use. Further, as hypothesized, external orientation positively affects PSM use. The findings contribute to deepening theory to explain the link between SM use and organizational social capital, as well as introduce external orientation as novel antecedent of SM use.

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Notes

  1. The current study is focused on social media used for individual-individual communication unlike one used for mass communication, for example, with customers (Cachon 2012) and public relations campaigns.

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Authors and Affiliations

  1. Beedie School of Business, Simon Fraser University, Vancouver, BC, Canada

    Nilesh Saraf

  2. College of Management, University of Massachusetts, Boston, MA, USA

    Pratyush Bharati

  3. Lally School of Management, Rensselaer Polytechnic Institute, Troy, NY, USA

    T. Ravichandran

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  1. Nilesh Saraf
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  2. Pratyush Bharati
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  3. T. Ravichandran
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Correspondence to Nilesh Saraf.

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Appendix

Appendix

Tables 6 and 7

Table 6 Construct Operationalization
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Table 7 Control Variables
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Saraf, N., Bharati, P. & Ravichandran, T. Does Social Capital Arise from Enterprise or Public Social Media Use? A Model of Social Media Antecedents and Consequences. Inf Syst Front 25, 2353–2375 (2023). https://doi.org/10.1007/s10796-022-10359-1

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