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Högberg, K. & Olsson, A. K. (2019). Framing organizational social media: a longitudinal study of a hotel chain. Information Technology & Tourism, 21(2), 209-236
Open this publication in new window or tab >>Framing organizational social media: a longitudinal study of a hotel chain
2019 (English)In: Information Technology & Tourism, ISSN 1098-3058, E-ISSN 1943-4294, Vol. 21, no 2, p. 209-236Article in journal (Refereed) Published
Abstract [en]

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
National Category
Business Administration Work Sciences
Research subject
SOCIAL SCIENCE, Informatics; Work Integrated Learning; SOCIAL SCIENCE, Business administration
Identifiers
urn:nbn:se:hv:diva-13731 (URN)10.1007/s40558-019-00141-6 (DOI)2-s2.0-85065209208 (Scopus ID)
Available from: 2019-03-21 Created: 2019-03-21 Last updated: 2019-11-15Bibliographically approved
Högberg, K. & Olsson, A. K. (2018). Linking Technological Frames to Social Media Implementation: An International Study of Hotels. In: Stangl, Brigitte; Pesonen, Juho (Ed.), Information and Communication Technologies in Tourism 2018: Proceedings of the International Conference in Jönköping, Sweden, January 24-26, 2018. Paper presented at International Conference in Jönköping, Sweden, January 24-26, 2018 (pp. 270-282). Cham: Springer
Open this publication in new window or tab >>Linking Technological Frames to Social Media Implementation: An International Study of Hotels
2018 (English)In: Information and Communication Technologies in Tourism 2018: Proceedings of the International Conference in Jönköping, Sweden, January 24-26, 2018, Cham: Springer, 2018, p. 270-282Conference paper, Published paper (Refereed)
Abstract [en]

Social media have transformed the hospitality and tourism industry and affected how customers interact and take decisions, but have also affected organisations’ business strategies and processes. Prior research has shown that a key understanding of IT implementation in organisations is how individuals adopt, use and make sense of technologies. Despite the increased use of social media in hotel organisations there is a research gap and little is known about how individuals’ sense-making affects organisational use over time. The aim of the present study is to contribute to the research field by using Orlikowski and Gash’s (ACM Trans Inf Syst 12(2):174–207, 1994) framework of Technological Frames. The interpretative case study follows social media use in 14 hotel organisations within an international hotel chain in seven European countries over four years. The study finds incongruence and lack of dominant frames and discusses the related organisational implications.

Place, publisher, year, edition, pages
Cham: Springer, 2018
Keywords
Technological frames, Social media, Hotel organisations, Case study
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-11981 (URN)10.1007/978-3-319-72923-7_21 (DOI)978-3-319-72922-0 (ISBN)
Conference
International Conference in Jönköping, Sweden, January 24-26, 2018
Note

First Online: 23 December 2017

Available from: 2018-01-16 Created: 2018-01-16 Last updated: 2018-12-18Bibliographically approved
Högberg, K. (2018). Organizational Social Media: A Literature Review and Research Agenda. In: 51st Hawaii International Conference on System Sciences (HICSS 2018): Proceedings of a meeting held 2-6 January 2018, Waikoloa Village, Hawaii, USA.. Paper presented at 51st Hawaii International Conference on System Sciences (HICSS 2018) (pp. 3832-3841). Hawaii International Conference on System Sciences ( HICSS )
Open this publication in new window or tab >>Organizational Social Media: A Literature Review and Research Agenda
2018 (English)In: 51st Hawaii International Conference on System Sciences (HICSS 2018): Proceedings of a meeting held 2-6 January 2018, Waikoloa Village, Hawaii, USA., Hawaii International Conference on System Sciences ( HICSS ) , 2018, p. 3832-3841Conference paper, Published paper (Refereed)
Abstract [en]

Social media refers to online tools that make it possible for users to create content, publish, share and communicate online. Social media use by and in organizations is a developing research field still in its infancy. The present paper presents a literature reviewon the subject of Organizational Social Media (OSM), starting and proceeding from van Osch and Coursaris's literature review extending to 2011. There view contributes to the IS research field by describing how the IS research field defines and categorizes social media, identifying what topics are currently interesting and suggesting future researchtopics. The findings suggest that to a great extent the IS research field focuses on internal activities e.g.communication and knowledge sharing made possible by social media and that a common definition of social media is lacking

Place, publisher, year, edition, pages
Hawaii International Conference on System Sciences ( HICSS ), 2018
Keywords
Digital Social Media in Enterprise Social Media, Organizational Social Media, Enterprise Social Media, Social Networks, Organizations
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics; Work Integrated Learning
Identifiers
urn:nbn:se:hv:diva-12320 (URN)0.24251/HICSS.2018.235 (DOI)9781510856554 (ISBN)978-0-9981331-1-9 (ISBN)
Conference
51st Hawaii International Conference on System Sciences (HICSS 2018)
Available from: 2018-05-17 Created: 2018-05-17 Last updated: 2018-08-29Bibliographically approved
Högberg, K. (2018). Persistent Digital Service Encounters: Challenges of organizational use of social media in a hotel chain. (Doctoral dissertation). Trollhättan: University West
Open this publication in new window or tab >>Persistent Digital Service Encounters: Challenges of organizational use of social media in a hotel chain
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The emergence of social media has in many ways changed how individuals interact, communicate and also consume online. Due to the massive, world wide use of social media, organizations are starting to use social media in order to be present where their customers are. Earlier research has studied social media from different, rather fragmented perspectives such as social media use for marketingor for internal communication. However, research on the organizational implications and challenges from a more general organizational social media use is lacking. This thesis explores organizational implications and challenges of social media use over time. Hence the focus lies on both internal and external organizational activities related to social media use. The consequences of social media have been particularly striking in service industries, e.g. banks, restaurants and travel agencies. Social media has fundamentally changed how we (can) buy services, and also how service is provided. For example, we can ask a question or make a complaint directly on a specific social media platform. Hence, social media have had implications for the relationship between service organizations and their customers and thus changed the context in which service is delivered and experienced. The service encounter, i.e., the actual meeting between the customer and employees, has come to take place on social media platforms. The expansion of social media has affected the hotel industry in several ways. Hotel guests are using social media platforms in order to review and share experiences about hotels, and hotel organizations use social media to keep up with competitors and customer demands. The aim of this thesis is to describe and understand the challenges social media use brings to organizations in the service industry, inparticular hotel organizations. The following research question is addressed:Why and how does the use of social media platforms represent organizational challenges? The empirical data focuses on the introduction and use of social media in one international hotel chain over a four-year period. Furthermore, data was collected from other, independent hotels. The empirical data was collected through interviews, online observations, workplace observations and written documents. VIIIA multifaceted theoretical framework was used, including the Technology-Organization-Environment framework, the concept of technological frames, andthe concepts of functional simplification and closure. These theoretical frameworks capture the drivers behind organizational social media use and how individual employees interpret and use social media, but also how social media attributes create the need for new organizational routines and management of social media content created outside organizational boundaries.The analysis illustrates how social media use creates challenges for the studied organizations. Five main organizational challenges have been identified: the nature of social media versus organizational structure: how organizations and individuals make sense of social media over time; how private use of social mediahas implications for professional use; how social media creates stretched service encounters; and pseudo-relationships and roboticization of service

Place, publisher, year, edition, pages
Trollhättan: University West, 2018. p. 119
Series
PhD Thesis: University West ; 22
Keywords
Organizational social media, IT change, IT use, hospitality, digital service encounters
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics; Work Integrated Learning
Identifiers
urn:nbn:se:hv:diva-12321 (URN)978-91-87531-96-5 (ISBN)978-91-87531-95-8 (ISBN)
Public defence
2018-06-08, Entre AIL, Högskolan Väst, Trollhättan, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2018-05-18 Created: 2018-05-18 Last updated: 2018-05-18
Högberg, K. (2017). Challenges of social media marketing: an explorative international study of hotels. International Journal of Technology Marketing, 12(2), 127-141
Open this publication in new window or tab >>Challenges of social media marketing: an explorative international study of hotels
2017 (English)In: International Journal of Technology Marketing, Vol. 12, no 2, p. 127-141Article in journal (Refereed) Published
Abstract [en]

With the worldwide increased usage of social media, organisations are experiencing great pressure to implement social media into their existing marketing strategies. Due to this development, social media has rapidly become an important marketing tool. The study focuses on social media marketing implementation, with the aim to develop an increased understanding of the challenges concerning how hotels adapt social media into their marketing activities by investigating social media marketing usage in hotels. The result suggests that most hotels are reactive in their social media usage and do not actively seek interaction, and that individual knowledge needs to be spread throughout organisations to a greater extent in order to achieve interaction with customers in social media channels.

Keywords
social media marketing, SMM, knowledge capture, knowledge sharing, technology, hotels, customer engagement, relationship marketing, leisure industry
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-11572 (URN)10.1504/IJTMKT.2017.083372 (DOI)2-s2.0-85033379205 (Scopus ID)
Available from: 2017-09-19 Created: 2017-09-19 Last updated: 2018-05-18Bibliographically approved
Högberg, K. (2017). Exploring How Hotel Organizations Use Social Media: An International Qualitative Study. In: MCIS 2017 Proceedings: . Paper presented at Mediterranean Conference on Information Systems (MCIS) 2017. Association for Information Systems, Article ID 26.
Open this publication in new window or tab >>Exploring How Hotel Organizations Use Social Media: An International Qualitative Study
2017 (English)In: MCIS 2017 Proceedings, Association for Information Systems, 2017, article id 26Conference paper, Published paper (Other academic)
Abstract [en]

Social media has changed how both individuals and organizations communicate and interact online. It is argued that social media has had major effects on the hospitality and tourism industry, changing how organizations market themselves, provide service and create relationships with customers. Over- all, there is little empirical evidence on how and why organizations use social media. Existing re- search is rather fragmented, focusing on specific social media use such as marketing or internal communication. More research with a holistic view on social media usage is therefore needed. The present study investigates how 14 hotel organizations in seven European countries within an international hotel chain use social media and what effects the use has on the organizations. The result shows that the hotels use social media for both internal and external communication. However, there is a large focus on managing User-Generated Content

Place, publisher, year, edition, pages
Association for Information Systems, 2017
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-11980 (URN)
Conference
Mediterranean Conference on Information Systems (MCIS) 2017
Note

Online December 7 2017

Available from: 2018-01-10 Created: 2018-01-10 Last updated: 2018-05-18Bibliographically approved
Högberg, K. & Olsson, A. K. (2017). Making sense of social media implementation: a longitudinal case study of the technological frames of hotel employees. In: : . Paper presented at IRIS Conference; Halden, Norway 2017.
Open this publication in new window or tab >>Making sense of social media implementation: a longitudinal case study of the technological frames of hotel employees
2017 (English)Conference paper, Oral presentation only (Refereed)
Abstract [en]

Social media has become an important part of people’s social life and effect how they communicate, interact and consume online. Social media, has therefore also to a great extent been adopted by organizations in order to be used both for internal and external communication. The purpose of this paper is to study the adoption and implementation of social media in hotel organizations from the employee’s, or user’s perspective by applying the concept of “technological frames” with focus on the nature of technology, technology strategy and technology in use. The paper is designed as a longitudinal, qualitative case study consisting of data collected in seven European countries. In total 28 in-depth interviews have been conducted during 2.5 years. Findings show that the employees’ technological frames to a high extent has been constructed outside the organization during their private usage, or non-usage of social media, and that these frames affect how they use social media in the hotel organizations. The contribution is an insight into how technologies, like social media that is introduced to employees outside the organizational setting, are used during an implementation process within the workplace. Keywords: social media, implementation, adoption, technological frames, social media marketing, usage, perception, hospitality,

Keywords
Social media, communication
National Category
Information Systems
Research subject
SOCIAL SCIENCE, Informatics; Work Integrated Learning
Identifiers
urn:nbn:se:hv:diva-11771 (URN)
Conference
IRIS Conference; Halden, Norway 2017
Available from: 2017-10-27 Created: 2017-10-27 Last updated: 2018-01-13Bibliographically approved
Högberg, K. (2017). Social media adoption: an exploratory international case study of hotel organisations. International Journal of Digital Culture and Electronic Tourism, 2(1), 67-82
Open this publication in new window or tab >>Social media adoption: an exploratory international case study of hotel organisations
2017 (English)In: International Journal of Digital Culture and Electronic Tourism, ISSN 1753-5212, E-ISSN 1753-5220, Vol. 2, no 1, p. 67-82Article in journal (Refereed) Published
Abstract [en]

The pressure on organisations to adopt social media technologies is increasing, due to the large usage among customers and stakeholders. Nevertheless, there are still uncertainties about why organisations adopt social media and researchers call for more empirical studies in this research field. This study focuses on a hotel chain that recently made the decision to adopt social media. A technology-organisation-environment (TOE) framework is used to analyse the hotel chain and local hotels’ perception of the social media adoption. 22 interviews in 14 hotels in seven European countries have been conducted. The results shows that the hotel management and the local hotels have different views on why social media should be adopted and that there are several organisational challenges for the hotels, such as example to create structures for social media usage within the organisations.

Keywords
social media adoption, technology adoption, hotels, technology organisation environment framework, TOE framework, hotel chains, hospitality industry, hotel management, organisational structure
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-11567 (URN)10.1504/IJDCET.2017.082514 (DOI)
Available from: 2017-09-19 Created: 2017-09-19 Last updated: 2019-05-23Bibliographically approved
Högberg, K. (2016). Managing knowledge on social media: an empirical study of social media adoption in hotel organizations. Journal of Advances in Information Technology, 7(2), 113-118
Open this publication in new window or tab >>Managing knowledge on social media: an empirical study of social media adoption in hotel organizations
2016 (English)In: Journal of Advances in Information Technology, ISSN 1798-2340, E-ISSN 1798-2340, Vol. 7, no 2, p. 113-118Article in journal (Refereed) Published
Keywords
Knowledge management, knowledge sharing, social media, adoption
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
urn:nbn:se:hv:diva-9128 (URN)
Available from: 2016-02-26 Created: 2016-02-26 Last updated: 2017-11-30Bibliographically approved
Högberg, K. (2016). The Interpretation of Social Media: Challenges of Adopting Social Media in Organizations. In: Christine Bernadas, Delphine Minchella (Ed.), ECSM 2016: Proceedings of the 3rd European Conference on Social Media, 12-13 July 2016, Caen France. Paper presented at ECSM 2016- 3rd European Conference on Social Media 12-13 July 2016 Caen France (pp. 465-472). Reading: Academic Conferences and Publishing International Limited
Open this publication in new window or tab >>The Interpretation of Social Media: Challenges of Adopting Social Media in Organizations
2016 (English)In: ECSM 2016: Proceedings of the 3rd European Conference on Social Media, 12-13 July 2016, Caen France / [ed] Christine Bernadas, Delphine Minchella, Reading: Academic Conferences and Publishing International Limited, 2016, p. 465-472Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
Reading: Academic Conferences and Publishing International Limited, 2016
Keywords
Social media, marketing, technology frames, hotel organizations
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics; SOCIAL SCIENCE, Business administration; Work Integrated Learning
Identifiers
urn:nbn:se:hv:diva-10559 (URN)978-1-911218-00-5 (ISBN)
Conference
ECSM 2016- 3rd European Conference on Social Media 12-13 July 2016 Caen France
Note

http://www.academic-bookshop.com/ourshop/prod_5121935-ECSM-2016-Proceedings-of-The-3rd-European-Conference-on-Social-Media-.html  

Available from: 2017-01-12 Created: 2017-01-12 Last updated: 2017-01-13Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-1435-1632

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