Making Sense of Organizational Social Media – An International Longitudinal Case Study of Hotel Employees

AbstractWhen new Information Technologies (IT) are implemented in an organization, this creates new situations that need to be understood and made sense of. Sensemaking processes are vital when trying to identify the meaning users give when interacting with the new IT. The purpose of this study is to identify how hotel employees make sense of organizational social media over time. The empirical data was gathered over four years in seven European countries and 14 hotels within an international hotel chain. In total, 37 interviews with 28 hotel employees were conducted. The findings explain how the hotel employees’ daily work routines are disrupted due to the social media implementation, but also what meanings the employees ascribe to social media in an organizational context. The study contributes to existing literature by providing illustrations about how users’ sensemaking process concerning organizational social media influences their use over time.

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