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An analysis o ea ac o s p edic ing en e p ise social media use in an e a o
communica ion isibili y
© Wa d Van Zoonen, Je ey W. T eem and Anu Si unen 2022
Published e sion
Van Zoonen, Wa d; T eem, Je ey W.; Si unen, Anu
Van Zoonen, W., T eem, J. W., & Si unen, A. (2022). An analysis o ea ac o s p edic ing
en e p ise social media use in an e a o communica ion isibili y. In e ne esea ch, 32(7), 354-
375. h ps://doi.o g/10.1108/INTR-05-2021-0341
2022
An analysis o ea ac o s
p edic ing en e p ise social media
use in an e a o
communica ion isibili y
Wa d Van Zoonen
Depa men o O ganiza ional Dynamics in he Digi al Socie y,
E asmus Uni e si y Ro e dam, Ro e dam, The Ne he lands and
Depa men o Language and Communica ion S udies, Uni e si y o Jy €
askyl€
a,
Jy €
askyl€
a, Finland
Je ey W. T eem
Depa men o O ganiza ional Communica ion and Technology,
Uni e si y o Texas a Aus in, Aus in, Texas, USA, and
Anu Si unen
Depa men o Language and Communica ion S udies, Uni e si y o Jy €
askyl€
a,
Jy €
askyl€
a, Finland
Abs ac
Pu pose –The bene i s associa ed wi h isibili y in o ganiza ions depend on employees’willingness o
engage wi h echnologies ha u ilize isible communica ion and make communica ion isible o o he s.
Wi hou he pa icipa ion o wo ke s, en e p ise social media ha e limi ed alue. This s udy de elops a
amewo k o assess wha de e s and d i es employees’use o en e p ise social media.
Design/me hodology/app oach –Da a we e collec ed om 753 employees o a global company using an
online su ey. The esponse a e was 24.5%. The au ho s used s uc u al equa ion modeling o es he
hypo hesized amewo k.
Findings –The esul s show ha a ious ea s by wo ke s may de e o mo i a e en e p ise social media use.
This o e s an al e na i e iewpoin o examining he consequences o communica ion isibili y in
o ganiza ions. Speci ically, he indings demons a e ha he ea o accoun abili y and he ea o losing
uniqueness educe en e p ise social media use h ough inc eased codi ica ion e o s. The ea o missing ou is
di ec ly and posi i ely ela ed o collec ing beha io s on en e p ise social media.
Resea ch limi a ions/implica ions –Expec a ions abou pa icipa ion in isible o ganiza ional
communica ion en i onmen s a e ising. Howe e , as indi iduals may expe ience anxie y in such se ings,
he au ho s need o di ec mo e analy ical ocus o he ways indi iduals manage communica ion isibili y in
o ganizing con ex s and de elop a deepe unde s anding o he consequences o ea in wo kplace
communica ion.
O iginali y/ alue –The analysis ecognizes ha ea can play a key ole in de e ing o mo i a ing wo ke s’
speci ic choices in na iga ing he challenges ha occu when echnology can make communica ion b oadly
isible. This s udy uses heo izing on communica ion isibili y o b ing oge he di e en ea mechanisms o
p edic en e p ise social media use.
Keywo ds Fea , En e p ise social media, Visibili y, Codi ica ion e o , Knowledge sha ing
Pape ype Resea ch pape
INTR
32,7
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© Wa d Van Zoonen, Je ey W. T eem and Anu Si unen. Published by Eme ald Publishing Limi ed.
This a icle is published unde he C ea i e Commons A ibu ion (CC BY 4.0) licence. Anyone may
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Funding: This wo k was suppo ed by he Academy o Finland [g an numbe 318416].
The cu en issue and ull ex a chi e o his jou nal is a ailable on Eme ald Insigh a :
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Recei ed 31 May 2021
Re ised 22 Oc obe 2021
4 Ma ch 2022
10 June 2022
Accep ed 11 June 2022
In e ne Resea ch
Vol. 32 No. 7, 2022
pp. 354-375
Eme ald Publishing Limi ed
1066-2243
DOI 10.1108/INTR-05-2021-0341
1. In oduc ion
Schola s examining social media echnologies in o ganizing con ex s ha e a gued ha acili a ing
g ea e isibili y o communica ion and wo k p ac ices wi hin g oups is key o imp o ing
pe o mance (Cao e al., 2016;Suchman, 1995). The logic suppo ing he bene i s o sys ems ha
inc ease he po en ial isibili y o o ganiza ional communica ion is ha hese echnologies can
suppo he de elopmen o me a-knowledge (Leona di, 2015) and aid he iden i ica ion o
oppo uni ies o knowledge ans e o ecombina ion (Leona di, 2014). Fo ins ance, esea ch
demons a ed ha isibili y a o ded by en e p ise social media (he ea e : ESM) p esen s
oppo uni ies o knowledge acquisi ion and knowledge p o ision (Sun e al., 2020a)whilealso
a ec ing he imp ession managemen s a egies employees u ilize (Sun e al., 2021).
The e a e a ious ways in which wo ke s migh use ESM o inc ease isibili y in o
communica ion wi hin an o ganiza ional con ex .T eem e al. (2020,p.46)de ine
communica ion isibili y as a mul idimensional cons uc ha consis s o “ he ou comes o
ac i i ies h ough which ac o s s a egically o inad e en ly: (1) make hei communica ion
mo e o less a ailable, salien , o no iceable o o he s, and (2) iew, access, o become exposed
o he communica ion o o he s, as hey (3) in e ac wi h a pa icula socio-ma e ial con ex .”
The e o e, communica ion isibili y can be acili a ed by e o s o indi iduals con ibu ing
o a echnology pla o m, obse a ions o o he s using he pla o m, o ea u es o he
pla o m ha make communica ion mo e o less a ailable o use s. Ye , despi e he mul iple
a enues by which echnologies migh inc ease communica ion isibili y, he e en ual le el o
isibili y depends on indi iduals’willingness o engage wi h a pla o m.
Because he bene i s o an ESM sys em a e ied o he ex en wo ke s use he pla o m o
access in o ma ion o make in o ma ion a ailable o o he s, wi hou employees’pa icipa ion,
ESM sys ems p o ide minimal alue o an o ganiza ion (Aga wal and P asad, 1997;Li e al.,
2021). Impo an ly, his seems o be a p e alen p oblem as esea ch has demons a ed ha
soon a e ESM adop ion, en husiasm abou usage swi ly d ops (Vee a alli and
Vijayalakshmi, 2019). I is p edic ed ha as much as 80% o hese pla o ms ail o
ma e ialize hei in ended goals (Li, 2015), mainly due o low use o ESM among employees
(Denye e al., 2011;Sun e al., 2020a). Engaging wo ke s o adop ESM emains a key
o ganiza ional challenge (Meske e al., 2019;Li e al., 2021;Ma e al., 2021;Sun e al., 2020a,b).
The e o e, he e is a need o explo e mechanisms ha may o es all o acili a e ESM use.
One in luence on whe he indi iduals will engage wi h echnology is ea , conce n, o
app ehension associa ed wi h use (Ayyaga i e al.,2011). The isible na u e o
communica ion on ESM may uel ea as isible aces o communica ion be ween use s
can allow a ious o ms o su eillance (Zubo , 2019) and inc ease employees’ ea o con ol
(Cibo a, 1996). In addi ion, Razme i a e al. (2016) a gue ha ea is an impo an ba ie o
knowledge sha ing in o ganiza ions. Speci ically, T eem (2015) desc ibes how isible
communica ion on social media c ea es a pe o ma i e space ha inc eases he
accoun abili y o wo ke s. The ea o accoun abili y has been discussed in schola ly wo k
on knowledge sha ing in o ganiza ions wi h simila concep s such as he ea o c i icism and
he ea o losing ace (A dich ili e al., 2003;Razme i a e al., 2016).
Addi ionally, esea ch has sugges ed ha communica ion isibili y can cause employees
o engage in knowledge hiding as hey ea losing hei unique compe encies, epu a ion, o
compe i i e posi ioning (Chen e al., 2020). Kankanhalli e al. (2005) explain ha knowledge is
an impo an sou ce o powe . Pu ing knowledge, g adually gained h ough indi idual
successes and ailu es, on display may educe he powe gained om he possession o
unique knowledge. Indeed, employees may ea gi ing up powe when making hei
knowledge known o o he s in he o ganiza ion (Razme i a e al., 2016). Finally, Vee a alli
and Vijayalakshmi (2019) desc ibed how a manage hey in e iewed explained ha “ba ie s
o pa icipa ion in ESM include ‘ ea o losing c edi ’and ‘ ea o being e alua ed’” (p. 140).
Fea ac o s
and en e p ise
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Hence, he ea o accoun abili y and he ea o losing uniqueness a e associa ed wi h
communica ion isibili y and can be iden i ied as impo an ba ie s o ESM use.
Howe e , ea may also d i e echnology use. Especially in social media, he ea o
missing ou is o en ci ed as a mo i a o o pla o m use (Tandon e al., 2020,2021a,b). The
ea o missing ou is pa icula ly salien in highly isible communica ion en i onmen s as
seeing he expe iences, ac i i ies, knowledge and achie emen s o o he s may c ea e a s ong
eeling o missing ou on simila g a i ying expe iences o ele an o he s wi hin a social
g oup (P zybylski e al., 2013). As such, we d aw om p e ious esea ch on h ee ea
ac o s –i.e. ea o accoun abili y, ea o losing uniqueness and ea o missing ou – o
examine how hese ac o s a e mo i a ing o de e ing ESM use. Though hese ea ac o s
a e concep ually dis inc , hey come oge he and become pa icula ly salien in employees’
choices o con ibu e o iew communica ion in highly isible communica ion en i onmen s.
Thus, om a communica ion isibili y pe spec i e, hese ac o s cons i u e a heo e ical basis
o ou s udy, which we label he ea amewo k.
Impo an ly, esea ch indica es ha ea in luences how wo ke s sha e knowledge (Fang,
2017) and hei decisions ega ding using social media echnologies (Tandon e al., 2021b).
Building on his unde s anding, we iden i y wo ele an mechanisms ela ed o ea and
making communica ion isible h ough ESM in an o ganiza ional con ex : wo ke s’di icul y
documen ing in o ma ion (i.e. codi ica ion e o ) and hei in en ions o sha e knowledge
(i.e. sha ing in en ion). Codi ica ion e o e e s o he ime and ene gy needed o make
in o ma ion o knowledge a ailable o o he s and is conside ed an execu ional cos
nega i ely impac ing sha ing beha io (Kankanhalli e al., 2005;Liu and Rau, 2014). We a gue
ha ea o losing uniqueness and ea o accoun abili y may inc ease he execu ion cos s o
making in o ma ion isible on ESM as employees may expend g ea e e o o p o ec alued
esou ces and mi iga e he isk o sha ed in o ma ion “back i ing.”In addi ion, knowledge-
sha ing in en ions a e concep ualized as an impo an media o in ou ea amewo k.
Resea ch has demons a ed ha he ea o losing uniqueness educes sha ing in en ions
(Liu and Rau, 2014) while sha ing in en ions a e widely demons a ed p edic o s o ac ual
sha ing beha io (Ahmed e al., 2019). Hence, a cen al aim o his s udy is o es an
in eg a i e amewo k o ea s ha d i e and inhibi ESM use di ec ly and indi ec ly h ough
codi ica ion e o s and knowledge-sha ing in en ions.
This s udy makes a leas wo con ibu ions. Fi s , by explo ing h ee ypes o ea s
ela ed o ESM use which a e pa icula ly salien in he con ex o na iga ing complexi ies
associa ed wi h isibili y, his s udy demons a es ha he ea o accoun abili y, ea o
losing uniqueness and ea o missing ou may, di ec ly and indi ec ly, a ec choices o
engage in, o disengage om, ESM use. In doing so, we in eg a e and expand he p e ious
heo izing on ea in o ganiza ional con ex s and employees’ echnology use. Ra he han
ocusing on he nega i e o posi i e implica ions o a speci ic ea , his s udy p oposes a
amewo k ha in eg a es a ious ea ac o s ha simul aneously pe suade and dissuade
employees om engaging in ESM use. The p oposed amewo k seeks o inspi e esea ch o
mo e owa d a mo e comp ehensi e and holis ic iew o ea as an impo an d i e o
employees’choices in echnology use (Tandon e al., 2021c). I iden i ies media ing
mechanisms ha p o ide a be e unde s anding o how ea ela es o ESM use. This s udy
demons a es ha communica ion isibili y is an impo an pe spec i e uni ying agmen ed
esea ch ini ia i es on ea in employees’social media choices.
Second, his wo k builds upon pe spec i es ha ecognize he ensions and con adic ions
p esen in he use o echnologies ha po en ially expand isibili y (Gibbs e al., 2013;
Majch zak e al., 2013;Salo e al., 2018). Speci ically, his s udy seeks o speci y he ways
wo ke s espond o ea s in ela ion o echnology use. These esul s p o ide insigh in o how
employees engage wi h ESM in an en i onmen o compe ing isibili ies, accoun abili ies and
oppo uni ies. This s udy seeks o p o ide an in eg a ed and comp ehensi e pe spec i e on
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how ea , as a pe asi e human emo ion, has implica ions o o ganiza ional beha io s
ega ding he use o echnologies ha a o d g ea e isibili y o communica ion and
beha io .
2. Theo e ical amewo k
2.1 ESM use, isibili y and ea
Kish-Gepha e al. (2009) no ed ha ea in o ganiza ions has impo an implica ions ha
may in o m ou unde s anding o employees’communica i e beha io s (e.g. silence) and
ex end o o he o ganiza ional beha io s and ou comes. Fundamen ally, he expe ience o
ea unc ions o p o ec a pe son om a h ea , esul ing in esponses such as wi hd awal,
a oidance, o mo e p oac i e esponses such as dealing wi h o acing a po en ial o exis ing
h ea (Lebel, 2017). Schola s d aw om a ious heo e ical pe spec i es o unde s and how
ea in o ms echnology use in o ganiza ional con ex s. These include he social compa ison
heo y (Ree e al., 2019), he s esso -s ain-ou come model (Tandon e al., 2021b) and he
app aisal endency amewo k (Xu e al., 2020). Rega dless o he heo e ical pe spec i e, a
unc ional iew o emo ions sugges s ha (nega i e) emo ions such as ea can be adap i e by
mo i a ing and coo dina ing ac ion (Lebel, 2016). Fea as a mo i a ional o ien a ion may lead
o a oidance o app oach – ligh o igh –s a egies (Mane and Ge end, 2007), which may
in ol e knowledge hiding and knowledge sha ing in he con ex o social media use
(Fang, 2017). Hence, as a powe ul and pe asi e human emo ion, ea encou ages a oidance
and app oach esponses and may in luence a wide a ay o o ganiza ional beha io s,
including communica ion, knowledge sha ing and echnology use (Fang, 2017;Kish-Gepha
e al., 2009). This s udy builds on heo izing abou ea as a powe ul mo i a o o wo ke s o
pu sue o a oid a pa icula cou se o ac ion. We sugges ha ea o he consequences o
p o iding o o going communica ion isibili y oppo uni ies in o ms how employees
in e ac wi h ESM echnologies.
Se e al schola s ha e sugges ed ha he po en ial isibili y –o ac i i y and con en –
a o ded by echnology may de e o encou age pa icipa ion in o ganizing con ex s
(e.g. Gibbs e al., 2013;Sun e al., 2019,2020b;Yang e al., 2021). We posi ha decisions abou
making communica ion mo e o less isible may in pa be d i en by he ea o he
consequences o such ac ions. Fo ea speci ically, o be a ele an lens o explo e ESM use,
he e needs o be a h ea associa ed wi h he use o non-use o he echnology (Wi e, 1992).
Fo wo ke s his h ea can eme ge in di e en ways, o ins ance, such ha isible
echnology use and associa ed communica ion migh be used by o he o ganiza ional
membe s o assess a wo ke ’s knowledge o abili y. Speci ically, isible communica ion can
o m a h ea because employees may be held accoun able o wha hey make isible (T eem,
2015) and he isibili y o communica ion o hi d pa ies may cause con ibu o s o
in o ma ion o lose hei uniqueness (Fang, 2017;Renzl, 2008;Wasko and Fa aj, 2005) and
isible communica ion may highligh ac i i ies and expe iences o o he use s ha
indi iduals may miss ou on (Tandon e al., 2021a). Ha e malz (2021) p oposes ha ea o
exile makes “ isibili y some hing ‘we canno no wan .’” (p. 710). Gi en he exilic dynamic in
con empo a y o ganiza ions, a ea o missing ou can d i e he p oli e a ion o social media
echnologies in o ganiza ions as wo ke s seek commi men o dis an o he s.
No ably, esea ch on ea in o ganiza ional con ex s has iden i ied se e al ea ac o s
ele an o unde s anding o ganiza ional beha io , including, bu no limi ed o, o he -
e e enced ea (e.g. ea o exploi a ion), sel - e e enced ea (e.g. ea o isola ion)
(Fang, 2017) he ea o change and ea o isk- aking (Appelbaum e al., 1998). O he s
ha e examined how ea appeals may mo i a e employee beha io (Son, 2011) o highligh
he impo ance o ea in ensi y a wo k (Kish-Gepha e al., 2009). Al hough we acknowledge
ha he ea o accoun abili y, ea o losing uniqueness and ea o missing ou a e no he only
Fea ac o s
and en e p ise
social media
use
357

ea s iden i ied in o ganiza ional con ex s, hese ac o s ha e been explici ly linked o social
media echnologies, knowledge sha ing in o ganiza ions and he no ion ha employees
na iga e dialec ic ensions ela ed o he isibili y o hei and o he s’communica ion.
2.2 Fea o accoun abili y
Building on Suchman’s (1995) concep o “ echnologies o accoun abili y,”T eem (2015) ound
ha wo ke s in a inancial se ices i m we e eluc an o adop ESM as employees ea ed
being held accoun able o wha hey communica ed. ESM acili a es accoun abili y in
mul iple ways, bo h by c ea ing a ma e ial, isible and e ie able eco ds o ac i i y, bu also
in con eying messages ha he communica o is accoun able o p o iding (T eem, 2015). As
a esul , when indi iduals engage wi h hese echnologies, hey c ea e a pe o mance ha
may be assessed con empo aneously and o e ime (Leona di and T eem, 2012). The na u e
o his accoun abili y is in luenced by he ma e iali y o ESM ha makes communica ion
pe sis en and he o ganiza ional con ex in which wo ke s a e likely o be in e dependen
and ha e epea ed in e ac ions.
When assessed in e ms o i s ou comes o g oup pe o mance, isibili y and
consequen ially accoun abili y can ha e posi i e consequences o an o ganiza ion in
e ms o imp o ed me a-knowledge, a oided knowledge duplica ion and oppo uni ies o
inno a ion (Leona di, 2014). Howe e , a he indi idual le el, his accoun abili y has
pa adoxical cha ac e is ics. On he one hand, g ea e isibili y may be empowe ing
(Leona di, 2014). S ill, on he o he hand, i may o e ways o keep o ganiza ional membe s
and pee s unde su eillance (Be ne e al., 2014). In o ma ion sys ems p o ide new ways o
o ganizing and sel -con ol as hey documen and display wo k wi hin g oup se ings (T eem,
2015). A commonly accep ed p emise is ha inc eased isibili y demons a es ha he
o ganiza ion, o indi idual, is mo e anspa en and, by ex ension, is mo e accoun able and
e hical (Fly e bom e al.,2016). Howe e , when indi iduals ecognize he po en ial
consequences o communica ion isibili y, hey may seek o a oid g ea e anspa ency.
Fo example, esea ch sugges ed ha inc eases in isibili y may make employees less
likely o engage in de ian online beha io s o ea o being caugh (Ni edhi ha and Sheik
Manzoo , 2020). In addi ion, esea ch on online knowledge sha ing has demons a ed ha
indi iduals may a oid pa icipa ion on pla o ms based on ea o c i icism, ea o pe sonal
eedback, o ea o losing ace (A dich ili e al., 2003). These sou ces o ea cen e on he
no ion ha one may be held accoun able o he in o ma ion hey sha e online. Simila ly,
Vee a alli and Vijayalakshmi (2019) no ed ha a ea o being e alua ed dissuades
employees om engaging wi h ESM echnologies. Gi en empi ical wo k indica ing ha
wo ke s demons a e conce n abou he accoun abili y ESM pla o ms may c ea e and ha
his may p esen a ba ie o he ac ual use o he social media sys em (Gibbs e al., 2013;
T eem, 2015), we hypo hesize:
H1. The ea o accoun abili y is nega i ely ela ed o ESM use.
2.3 Fea o losing uniqueness
Though b oadly seen as bene icial o o ganiza ions o g oups, he use o collabo a i e
knowledge-sha ing pla o ms –like ESM –may p esen ad e se e ec s o knowledge
con ibu o s. Employees g adually gain aluable knowledge h ough wo k expe iences,
including hei successes and ailu es. Indi idually held knowledge is aluable as i enables
employees o exceed he pe o mance o hei colleagues, achie e indi idual o o ganiza ional
goals, seize oppo uni ies and inc ease indi idual ewa ds (Huang e al., 2008). As such,
indi iduals a e anxious abou gi ing away aluable knowledge while being o e ed li le in
e u n (Renzl, 2008), as is ypically he case when making communica ion publicly a ailable
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(Rice e al., 2018). Gi ing away one’s knowledge in a ne wo k may cause con ibu o s o lose
hei unique alue and bene i wi hin a g oup (Wasko and Fa aj, 2005). Hence, ESM may
c ea e an en i onmen whe e i may seem i a ional o olun a ily con ibu e ime, e o and
knowledge owa d he collec i e bene i (Liu and Rau, 2014;Wasko and Fa aj, 2005). This
may be especially ue when employees ea ha making hei knowledge and know-how
a ailable o o he s in he o ganiza ion may make hem edundan –a dynamic we label he
ea o losing uniqueness. Indeed, Renzl (2008) no es ha he ea o losing uniqueness e lec s
he no ion ha making knowledge isible may cause he knowledge p o ide o lose hei
unique alue ela i e o o he s –i.e. e e yone bene i s excep he knowledge con ibu o . This
ea may be an impo an ba ie p e en ing employees om emb acing o ac i ely using
ESM pla o ms.
P e ious esea ch on knowledge sha ing has long shown he po en ial o hose
con ibu ing knowledge in in e dependen se ings o lose hei unique alue ela i e o wha
o he s know (Thibau and Kelley, 2017). This consequence has been documen ed in he use o
online eposi o ies in o ganizing con ex s, whe e indi iduals may iew sha ing knowledge
wi h a collec i e as i a ional (Bock e al., 2005;Wasko and Fa aj, 2005). Simila ly, he ea o
becoming eplaceable has been iden i ied as an impo an ba ie o knowledge sha ing on
online pla o ms (

Saje a, 2007;Razme i a e al., 2016), while o he s ha e indica ed ha he
ea o losing powe may o m a ba ie o sha ing knowledge on ESM (T ie e al., 2017). This
issue may be magni ied in ESM use whe e unknown hi d pa ies may bene i om sha ed
knowledge and knowledge is accessible a beyond in ended ecipien s (Leona di, 2014,2015).
In social ne wo king, Fang (2017) no ed ha he ea o losing powe –i.e. he pe cep ion ha
sha ing knowledge leads o losing powe –led employees o engage in knowledge hiding and
educed sha ing beha io s. Based on p e ious schola ship ega ding employees’conce ns
abou losing uniqueness, we hypo hesize:
H2. The ea o losing uniqueness is nega i ely ela ed o ESM use.
2.4 Fea o missing ou
As a pe o ma i e space, ESM p esen s oppo uni ies o wo ke s o ac i ely shape how hey
a e pe cei ed wi hin a g oup and gain aluable insigh s in o he ac ions and ela ions o o he
o ganiza ional membe s. When indi iduals ha e g ea e exposu e o he ac i i y o o he s
a ound hem, i inc eases he po en ial o hem o de elop a sense ha hey a e missing ou
on oppo uni ies o in o ma ion –wha is e med ea o missing ou (FoMO; P zybylski e al.,
2013). FoMO is de ined as he eeling ha o he s may ha e mo e ewa ding expe iences om
which one eels excluded (P zybylski e al., 2013). Al hough FoMO is no necessa ily an online
phenomenon, esea ch has linked FoMO o he inc eased use o digi al echnologies including
social media (Ree e al., 2019;Tandon e al., 2021a). The ea o missing ou (Blackwell e al.,
2017) has, o ins ance, been linked o public social media use (P zybylski e al., 2013) and
social media a igue (B igh and Logan, 2018). This ocus is no su p ising as social
compa ison heo y sugges s ha people ha e an inna e d i e o e alua e hei opinions and
abili ies, o en by compa ing wi h o he s (Fes inge , 1954). The ease wi h which social media,
including ESM, make in o ma ion abou wha o he s do isible makes hese pla o ms ideally
sui ed o such compa isons.
Speci ic o wo k en i onmen s, schola s ha e no ed ha he inc eased eliance on
echnology o keep up wi h o he s may igge FoMO (Budnick e al., 2020;Ha e malz, 2021).
This wo kplace FoMO is de ined as “pe asi e app ehension ha , ela i e o o he
employees, one migh miss aluable ca ee oppo uni ies when away o disconnec ed om
wo k”(Budnick e al., 2020, [no pagina ion]). As such, FoMO a wo k would eme ge as a ea o
missing in o ma ion ha could lead o oppo uni ies o ewa ding expe iences. In con as o
he o he ea ac o s ha may de e pa icipa ion wi h an ESM, he FoMO may yield opposi e
Fea ac o s
and en e p ise
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359
e ec s and lead o inc eased pla o m use. Budnick e al. (2020) ound ha wo kplace FoMO is
posi i ely ela ed o social media engagemen and in o ma ion seeking, such as message
checking beha io . They a gued ha wo kplace FoMO migh se e as a mo i a ional
esou ce ha igge s indi iduals o engage in wo k- ela ed communica ion mo e equen ly.
Al hough some s udies seem o sugges ha FoMO is p edominan ly ela ed o
in o ma ion-seeking beha io s (Roge s and Ba be , 2019), i is also associa ed wi h
(compulsi e) social media use mo e gene ally (Budnick e al., 2020;Tandon e al., 2020,
2021a). Hence, he ea o missing ou as a mo i a ional esou ce (Budnick e al., 2020) may
lead indi iduals o inc ease hei desi e o mo e equen ly engage “wi h wo k- ela ed
echnologies o a oid esou ce de ici s (i.e. missing a ilia ion o in o ma ion-sha ing
oppo uni ies)”[no pagina ion]. As such, we hypo hesize he ollowing:
H3. The ea o missing ou is posi i ely ela ed o ESM use.
2.5 Role o codi ica ion e o and knowledge-sha ing in en ions
Though he ma e ial ea u es o ESM make communica ion isible o o he s in an
o ganiza ion, i s ill equi es ac ion and e o om employees o p o ide ha communica ion.
When wo ke s pe cei e ha echnology will be challenging, i de e s use (Aga wal and
P asad, 1997). Simila ly, indi iduals may a y in hei mo i a ion o in en ion o sha e
knowledge (Bock e al., 2005). Hence, we conside he media ing ole o codi ica ion e o and
knowledge-sha ing in en ions in ou analysis o how ea ela es o ESM use. Chen and Kuo
(2017) ound ha he e o needed o con ey knowledge is a signi ican ba ie o employees
o use ESM. Renzl (2008) e e ed o a social dilemma in collec i e knowledge sha ing,
sugges ing ha he ea o losing uniqueness educes indi iduals’sha ing in en ion. As such,
codi ica ion e o would be nega i ely ela ed o ESM use, while knowledge-sha ing
in en ions would be posi i ely ela ed o ESM use. These media o s a e pa icula ly salien in
he con ex o he ea o accoun abili y and he ea o losing uniqueness, as opposed o he
ea o missing ou , as hese ea ac o s inc ease pe cei ed indi idual consequences o
sha ing in o ma ion.
2.5.1 Fea o accoun abili y. The ea o being held accoun able o isible communica ion
may educe he an icipa ed bene i s o wo ke s’con ibu ions. I c ea es he po en ial o
communica ion being c i icized, misin e p e ed, o misused by o he s (Razme i a e al., 2016;
T eem, 2015). Hence, he eluc ance o ace accoun abili y may lowe he use o social media
sys ems (T eem, 2015) as i inc eases he codi ica ion e o –i.e. he amoun o e o needed
o codi y and sha e knowledge. Gi en he high isibili y en i onmen , cos s associa ed wi h
ESM use, such as codi ica ion e o s, may inc ease as wo ke s seek o a oid being
misunde s ood o called ou on in o ma ion hey sha ed (

Saje a, 2007;Razme i a e al., 2016).
When ESM ope a es as a “ echnology o accoun abili y,” he use o hese pla o ms may
dec ease (T eem, 2015) because use s may eel hey need o expend oo much e o o a oid o
minimize a backlash o being held accoun able o in o ma ion a a la e poin in ime. In
addi ion, a ea o accoun abili y migh indica e a lack o us , which is an essen ial
p e equisi e o knowledge-sha ing in en ions in o ganiza ions (S aples and Webs e , 2008).
I is well es ablished ha indi iduals end o espond o accoun abili y in a way ha is
ela i ely easy o hem o de end and mos likely o esul in a a o able ou come
(Wang e al., 2014). Hence, i indi iduals eel ha in o ma ion migh be inaccu a e o no
alued by o he s (now o in he u u e), and hey can be held accoun able o ha in o ma ion,
hey will ha e a lowe in en ion o sha e ha knowledge. Thus, we hypo hesize:
H4a. Codi ica ion e o media es he ela ionship be ween he ea o accoun abili y and
ESM use, such ha he ea o accoun abili y inc eases codi ica ion e o , which in
u n is nega i ely ela ed o ESM use.
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H4b. Knowledge-sha ing in en ions media e he ela ionship be ween ea o
accoun abili y and ESM use, such ha he ea o accoun abili y educes
knowledge-sha ing in en ions, which in u n is posi i ely ela ed o ESM use.
2.5.2 Fea o losing uniqueness. The ea o losing uniqueness may inc ease e o s o codi y
knowledge and educe one’s in en ion o sha e knowledge (

Saje a, 2007) so ha hei
knowledge ad an age is no comp omised. Fo ins ance, Fo d and S aples (2010) indica ed
ha uniqueness was ela ed o pa ial knowledge sha ing. Wo ke s ac i ely na iga ed
complex decisions abou wi hholding some ele an in o ma ion while s ill sha ing o he
pa s o in o ma ion. This sugges s ha comba ing he ea o losing uniqueness equi es
mo e e o in codi ying knowledge and ha indi iduals may educe in en ions o sha e
knowledge o p o ec a knowledge ad an age. Fea s associa ed wi h he possibili y ha
knowledge sha ing will h ea en an indi idual’s job secu i y educe wo ke s’sha ing
in en ions (Da enpo , 2005) because wi hholding knowledge ( a he han sha ing) is likely o
esul in g ea e pe sonal bene i s (Wang e al., 2014).
Renzl (2008) ound ha us was impo an o inc easing knowledge sha ing because i
educed one’s ea o losing hei unique alue. Hence, we sugges ha he ea o losing
uniqueness educes he in en ion o sha e knowledge, as gi ing away knowledge does no
bene i he con ibu o , hus p o iding li le incen i e o sha e (Wasko and Fa aj, 2005). To
p o ec one’s uniqueness, wo ke s may engage in pa ial knowledge sha ing (Fo d and
S aples, 2010); howe e , his inc eases codi ica ion e o s as i migh equi e mo e e o only
o codi y he aspec s o knowledge an indi idual wan s o sha e and con ibu e o collec i e
goals while p o ec ing hei unique alue. Ul ima ely, he ba ie s (o cos s) o use can become
oo high ela i e o he an icipa ed ad an ages (o bene i s) o using ESM (Razme i a e al.,
2016;Renzl, 2008). In sum, he ea o losing uniqueness may no only lead o educed sha ing
in en ions bu could also inc ease codi ica ion e o s as indi iduals s a egically sha e hei
knowledge while main aining (some o ) hei knowledge ad an age. Thus, we hypo hesize
ha he ea o losing uniqueness may inc ease he cos s (pe cei ed codi ica ion e o ) and
educe mo i a ion (sha ing in en ions) o use ESM.
H5a. Codi ica ion e o media es he ela ionship be ween he ea o losing uniqueness
and ESM use, such ha he ea o losing uniqueness inc eases codi ica ion e o ,
which in u n is nega i ely ela ed o ESM use.
H5b. Knowledge-sha ing in en ions media e he ela ionship be ween ea o losing
uniqueness and ESM use, such ha he ea o losing uniqueness educes
knowledge-sha ing in en ion, which in u n is posi i ely ela ed o ESM use.
Figu e 1 p o ides a isual ep esen a ion o ou hypo hesized model.
3. Me hod
3.1 Sample
Ou esea ch si e o he s udy was a la ge Scandina ian na u al esou ces company
ope a ing in 14 coun ies ac oss he globe employing oughly 5,000 employees. The
o ganiza ion implemen ed an ESM app oxima ely en mon hs be o e ou su ey, and i was
made a ailable o all o ice wo ke s o he company. Be o e he implemen a ion, he company
had a adi ional Sha ePoin -based in ane used mainly o one-way, op-down in o ma ion
sha ing and was upda ed by he communica ion depa men . The new ESM pla o m enabled
wo ke s o upda e hei p o ile page, pos con en , edi messages and commen on, ollow and
like o he s’con ibu ions, mimicking mos o he ea u es we know om public social media
ools such as Facebook. As communica ed in he onboa ding campaign, he a ionale o
implemen ing he ESM was o acili a e a new mindse o ensu e a mo e agile and p oduc i e
Fea ac o s
and en e p ise
social media
use
361
en i onmen s ha p o ide isibili y. Ou indings highligh ha he i s dimension o
communica ion isibili y, he abili y o make one’s communica i e ac ions isible (T eem
e al., 2020), may impose ba ie s in he o m o ea s (i.e. losing uniqueness and
accoun abili y) ha may lead po en ial use s o ejec he use o echnologies. On he con a y,
he second dimension o communica ion isibili y, obse ing o he s, may c ea e mo i a ional
o ces (FoMO) ha a e posi i ely associa ed wi h ESM use. Fu u e esea ch may u he
in es iga e how he p oposed ea amewo k could in o m o he pe spec i es o echnology
adop ion in he age o isibili y.
Fu he mo e, his s udy con ibu es o ea esea ch in o ganiza ional se ings by
p o iding a mo e g anula unde s anding o he implica ions o some o hese ea ac o s by
examining hei ela ionship wi h con ibu ing and collec ing beha io s on ESM. Speci ically,
he esul s demons a e ha FoMO ela es o collec ing beha io on ESM, sugges ing ha
indi idual wo ke s may p e e o obse e he isible communica ion o o he s wi hou
p o iding isible communica ion hemsel es. These indings in o m ecen calls o
examining how di e en social media beha io s (e.g. pos ing s lu king) a e ela ed o
FoMO (Ree e al., 2019). We con i m ha FoMO is associa ed wi h highe le els o beha io al
engagemen wi h social media (P zybylski e al., 2013), bu only o collec ing beha io
(lu king) and no o ac i e con ibu ing beha io s. In line wi h p e ious esea ch on he
an eceden s o lu king beha io s on social media, FoMO can be g a i ied by simply eading
and s aying awa e o con e sa ions; he e is no need o pos any hing (Liu e al., 2019).
In e es ingly, his may indica e ha much o he use o ESM may be in isible o o he use s. In
u n, he bene i s o he echnology migh be o e looked o unknown o he o ganiza ion.
Ye ano he con ibu ion o he ongoing esea ch o ESM usage and adop ion is ha his
s udy indica es ha ea may lead o low usage le els o ESM, especially o con ibu ing
beha io s compa ed o collec ing beha io s. This is impo an because his could mean ha
hese sys ems a e mo e likely o su e om unde pa icipa ion o e ime. P e iously, epo s
abou low adop ion a es o ESM published by bo h p ac i ione s and schola s (Chin e al.,
2015;Denye e al., 2011) sugges ed ha passi e ollou s a egies (e.g. p o ide-and-p ay
app oaches) o en p o e unsuccess ul, leading o ew con ibu ions and low pa icipa ion by
o ganiza ional membe s. Howe e , i is impo an o ecognize how ea is associa ed wi h
ESM use and call a en ion o how making communica ion isible h ough ESM use ca ies
cos s o con ibu o s. Speci ically, we demons a e ha while FoMO may mo i a e collec i e
beha io s, he ea o losing uniqueness educes i . And pe haps mo e impo an ly, bo h he
ea o accoun abili y and ea o losing uniqueness seem o (indi ec ly h ough codi ica ion
e o and sha ing in en ions) p e en mo e ac i e con ibu ing beha io s on ESM.
Finally, he indings highligh he need o mo e beyond documen ing communica ion
isibili y and call o mo e ocus on isibili y managemen (Fly e bom e al., 2016). This shi
is impo an because, as ou indings demons a e, indi iduals a y in he ex en o which
hey pe cei e he use o ESM as complex. The s ong e ec o codi ica ion e o indica es ha
indi iduals conside he wo k in ol ed in managing digi al communica ion. This is also in
line wi h esea ch on how indi iduals p esen hemsel es on public social media, which has
ound ha indi iduals a e ea ul o hei abili y o manage con en and may he e o e o go
any pa icipa ion in digi al pla o ms (Be kelaa , 2014). Addi ionally, empi ical wo k on ESM
use indica es ha wo ke s who lack con idence in hei abili y o p esen hemsel es
e ec i ely may a oid pa icipa ion al oge he (T eem, 2015). Non-use o echnology (i.e.
a oidance) may be a simple, s aigh o wa d s a egy o hose who may be anxious abou
hei abili ies o pe o m o manage digi al communica ion e ec i ely. O e all, hese indings
suppo a amewo k ha iews he use o ESM o isible communica ion h ough a
pe o ma i e lens. Fu u e wo k should conside o he ac o s beyond hose examined he e
ha migh ela e o bo h wo ke s’willingness o engage in isible communica ion wi h
echnology and hei pe cei ed sel -e icacy in p o iding communica i e pe o mances.
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5.2 P ac ical implica ions
These esul s indica e ha hough o ganiza ional leade s and manage s may see he po en ial
isibili y a o ded by ESM as empowe ing, indi iduals may iew he same communica i e
con ex as h ea ening. Gi en he decen alized and bo om-up design o ESM, ea and
app ehension ha e he po en ial o hampe ESM implemen a ion e o s se e ely.
O ganiza ions would be well se ed o ecognize he po en ial ea associa ed wi h ESM
use and de elop messages and communica ion e o s o ease employees’anxie ies.
Mo eo e , assessing ea ly on which employees a e no wo ied abou making communica ion
isible, pe cei e low codi ica ion e o , o ha e high knowledge-sha ing in en ions migh be a
way o iden i y indi iduals who migh e angelize he bene i s o he echnology o o he s. The
esul s o his wo k indica e he need o o ganiza ions o ecognize he po en ial
consequences associa ed wi h he implemen a ion o a echnology ha inc eases he
isibili y o wo ke s’communica ion.
The indings ela ed o he ole o FoMO indica e a possible oppo uni y o o ganiza ions
o mo i a e collec ing beha io on ESM by highligh ing ac i i ies on he pla o m ha
employees may be missing. O ganiza ions should conside seeding ESM pla o ms wi h
communica ion o in o ma ion hey know will be a ac i e and engaging o indi iduals.
Addi ionally, o ganiza ions may wan o communica e, and make isible, any g ow h in
ac i i y on he pla o m –whe he i is ela ed o con ibu ing o collec ing in o ma ion.
Finally, o ganiza ions should ailo messages ega ding he alue o communica ion o
di e en wo ke s based on wha migh be he mos ele an o hose indi iduals.
5.3 Limi a ions and u u e di ec ions
Like any s udy ha d aws on a sample in a single o ganiza ion and analyzes he use o a
single echnology, he gene alizabili y o hese esul s may be limi ed. I will be impo an o
alida e and eplica e hese ela ionships in a ied o ganiza ional con ex s and wi h he use
o o he social media echnologies. Howe e , his s udy es ablishes he alue and impo ance
o looking a ea , in i s di e en ac o s and as ela ed o echnology use, by s udying i
h ough an in eg a ed ea amewo k. Addi ionally, hough he s udy looks a a ious
aspec s o ESM use, i elies on c oss-sec ional sel - epo da a. Fu u e s udies should
inco po a e beha io al ace da a o gain a mo e p ecise pic u e o echnology use, and
longi udinal designs may p o ide mo e subs an ial e idence o he p oposed causali y o
ela ionships.
Mo eo e , speci ically in he con ex o he ea mechanisms, mino i ized and
ma ginalized g oups in o ganiza ions may expe ience g ea e ba ie s o communica ing
publicly on ESM. Fo ins ance, Neubaum and K €
ame (2018) no ed ha expec ed sanc ions
in luence people’s willingness o exp ess mino i y opinions ac oss social si ua ions.
A guably, mino i ized and ma ginalized (e.g. based on a ibu es, backg ound, ole, o
posi ionali y) migh be mo e p one o hold back opinions and knowledge as ea ega ding
hei con ibu ions may be mo e salien .
Mo eo e , much esea ch on ESM has ocused on a o dances (Gibbs e al., 2013). Beyond
isibili y, o he a o dances, such as associa ion, edi abili y and pe sis ence, ha e been
iden i ied (T eem and Leona di, 2013). Fu u e esea ch could examine he in e play be ween
o he a o dances and ea ac o s. Fo ins ance, while pe sis ence, like isibili y, may
con ibu e o ea o losing uniqueness and ea o accoun abili y, edi abili y may p o ide
beha io al op ions ha educe hese ea s as messages can be ca e ully c a ed and edi ed
e en a e hei o iginal display. Like explo ing he impac o a ious a o dances mo e
di ec ly, u u e esea ch could also di e si y he ocus on ea ac o s, including o he -
e e enced ea s (Fang, 2017)–e.g. ea o exploi a ion o ea o con amina ion –in he
con ex o ESM use. Addi ionally, hough he esponden s we e all ac i e on ESM, he su ey
esponses indica ed ha mos wo ke s in his o ganiza ion exhibi ed low indi idual and
Fea ac o s
and en e p ise
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369
o e all use o he pla o m. I is impo an o examine whe he he ela ionship be ween ea
ac o s and ESM use ound in his o ganiza ion is also p esen in an en i onmen
cha ac e ized by mo e in ensi e ESM ac i i y.
Finally, hough we included codi ica ion e o and knowledge-sha ing in en ions as
po en ial indi idual-le el ac o s in ou analysis, i will be impo an o es he ways g oup o
o ganiza ional in luences may in e ac wi h hese di e en ac o s o ea o p edic
echnology use. Fo ins ance, pe cep ions abou o he s’usage and expec a ions abou use
may be pa icula ly impo an in he con ex o pe cei ed ea . Mo eo e , conside ing how
hese ea ac o s ela e o indi idual and communal cos s and bene i s associa ed wi h public
goods app oaches and social dilemmas o knowledge sha ing in o ganiza ions (Razme i a
e al., 2016) could ex end he ea amewo k and i s ole in ESM use. In addi ion, u u e
esea ch may conside how ou amewo k ela es o hese and o he app oaches, such as
echnology accep ance heo ies (e.g. Da is e al., 1989).
6. Conclusion
This wo k ex ends p e ious schola ship ha cha ac e izes he ensions, pa adoxes and
complexi y ha employees encoun e when na iga ing he po en ial isibili y associa ed
wi h ESM use. The analysis ecognizes ha ea can play a c ucial ole in mo i a ing o
de e ing wo ke s’speci ic choices in na iga ing he challenges ha occu when echnology
can make communica ion b oadly isible. Wha eme ges in examining he consequences o
he g ea e communica ion isibili y a o ded by hese echnologies is a clea con as
be ween he p omise o g ea e knowledge sha ing o he o ganiza ion and he app ehension
o indi iduals ega ding how o e ain con ol o how hey communica e and how ha
communica ion is made a ailable o, and pe cei ed by, o he s. As echnologies allow wo ke s
o become mo e empowe ed and e en expec ed o pa icipa e in isible o ganiza ional
communica ion e o s, we need o di ec mo e analy ical ocus on he ways indi iduals
manage communica ion isibili y in o ganizing con ex s.
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Abou he au ho s
Wa d Van Zoonen is an Associa e P o esso a he E asmus Uni e si y Ro e dam and a isi ing
p o esso a he Uni e si y o Jy €
askyl€
a. His esea ch in e es s include he ela ionship be ween
echnology use and indi idual ou comes, p ima ily in o ganiza ional con ex s. Speci ically, his wo k
explo es how eme gen echnologies, including social media echnologies, a ec communica ion
p ocesses and in luence employee wellbeing. Wa d Van Zoonen is he co esponding au ho and can be
con ac ed a : [email p o ec ed]
Je ey W. T eem is an Associa e P o esso o Communica ion S udies a he Uni e si y o Texas a
Aus in whe e he is pa o he O ganiza ional Communica ion & Technology g oup. His esea ch
in e es s include he ela ionship be ween echnology use and social pe cep ions o expe ise, p ima ily
in o ganiza ional con ex s. Speci ically, his wo k explo es how he ma e ial a o dances o
communica ion echnologies a ec a ibu ions o knowledge.
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Anu Si unen is a P o esso o Communica ion in he Depa men o Language and Communica ion
S udies a he Uni e si y o Jy €
askyl€
a, Finland. He esea ch ocuses on o ganiza ional communica ion
echnologies, social media and o ganiza ional knowledge sha ing, communica ion p ocesses in global
eams and in o he dis ibu ed wo k a angemen s, as well as o ganiza ional space. He wo k has
appea ed in jou nals om a a ie y o disciplines, including Human Rela ions,Jou nal o
Communica ion,Jou nal o Compu e -Media ed Communica ion,Jou nal o he Associa ion o
In o ma ion Sys ems, and Small G oup Resea ch.
Fo ins uc ions on how o o de ep in s o his a icle, please isi ou websi e:
www.eme aldg ouppublishing.com/licensing/ ep in s.h m
O con ac us o u he de ails: [email p o ec ed]
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