Social media use and organizational identity: A case study

Stefano Di Lauro*, Aizhan Tursunbayeva, Raluca Bunduchi, Gilda Antonelli, Marcello Martinez

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract / Description of output

The organizational identity (OI) concept has been used only sporadically in information systems (IS) research despite the fact that technology in general and social media (SM) in particular are transforming the way individuals, groups and organizations think about and define themselves. This study examines the relationship between the extent of employees’ SM use for professional purposes and the nature of OI that employees hold about their employer. This relationship is examined in a medium-sized Italian HR Consulting Company. Data were collected by interviewing 22 employees and from examining their LinkedIn accounts. Our analysis unearths both strategic and cultural aspects of employees OI, with the former prevailing, and finds that that neither of these sides of OI vary depending on the extent of employees’ SM use. Considering that LinkedIn is the world’s largest professional SM, this study also has important practical implications highlighting the need to better explain SM use to employees.

Original languageEnglish
Title of host publicationExploring Innovation in a Digital World - Cultural and Organizational Challenges
EditorsFederica Ceci, Andrea Prencipe, Paolo Spagnoletti
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages14
ISBN (Print)9783030878412
Publication statusE-pub ahead of print - 26 Oct 2021
EventAnnual conference of the Italian Chapter of AIS, 2020 - Pescara, Italy
Duration: 16 Oct 202017 Oct 2020

Publication series

NameLecture Notes in Information Systems and Organisation
Volume51 LNISO
ISSN (Print)2195-4968
ISSN (Electronic)2195-4976


ConferenceAnnual conference of the Italian Chapter of AIS, 2020

Keywords / Materials (for Non-textual outputs)

  • case study
  • employees
  • organizational identity
  • social media


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